This annual campaign is an ode to the strength of women, captured by photographer Paul Bellaart and videographer Christiaan Grammer. Their images capture each woman in her unique power, while stylist Danielle Kempen, with her refined styling, brought the various facets of their personalities to life.
For this campaign, we drew inspiration from the women we meet every day in our home city: Amsterdam. It was only natural to use ‘our city’ as the backdrop. As a brand that was born and based here, we feel deeply connected to Amsterdam – a place brimming with strength, creativity, and versatility. Much like our jewellery, which celebrates these same qualities. Timeless and versatile, strong and elegant – each piece tells a story, a reminder of strength, beauty, and individuality.
Day 1: The first day took place in an iconic building in Amsterdam: Soho House. We began the day with a team breakfast and a warm start. The team has worked together for some time, so the collaboration flowed effortlessly. Simone set up a beautiful table setting, while the rest of the team explored the city and the canals. We shot the main campaign image and then the holiday collection, which was truly a celebration. Everything felt so natural – as though the models had known each other for years and the team was completely in sync.
Day 2: From the city, we moved to Paul’s studio, just outside Abcoude. Here, we captured portraits, the Spring campaign in the meadow, and the Natural Diamonds campaign with Giselle Azad and her partner Rudmer. We also shot the Lab Diamonds collection with models Kiki and Lieke.
Day 3: Time for stills – putting the products in the spotlight. A perfect end to a three-day shoot, which Danielle, the stylist, even described as feeling like a mini holiday.
