Guzema Debuts ‘Flower Power’ Campaign

New York—Guzema has launched its new campaign, titled “Flower Power.” 

Filled with florals, the campaign features the tagline, “flowers are the jewelry of the world,” along with three celebrity florists, each wearing a collection from the brand.

Jenya Tsybulskyi, Brittany Asch, and Sophia Moreno-Bunge were photographed in a garden in Rustic Canyon in Santa Monica, California, by Liza Voloshin, an award-winning director and photographer.

The campaign celebrates art, nature, and the inspirational essence and storytelling in both flowers and fine jewelry, said the brand.

“Flowers are nature’s jewelry,” said Valeriya Guzema, founder of the namesake brand.

“And because gold comes from the Earth itself, there is a genuine connection between jewelry and floral design, a truth that each of these florists fully embraced.”

Asch, the founder of Brrch Floral, is a New York City turned Los Angeles-based florist. She has worked with fashion brands like Gucci, Vogue, and Glossier, as well as with artists like Florence and the Machine, Bjork, and Tilda Swinton.

For her photos, she created a towering floral sculpture while wearing 18-karat yellow gold pieces from Guzema’s “Space” collection.

Tsybulskyi, who began his career in Ukraine, is the founder of Jenya Flowers. He decorated Jennifer Lopez and Ben Affleck’s 2022 wedding.

He was styled in Guzema’s “Light My Fire” collection, which features a burnt match motif, along with the “Kyitka” charity brooch in 18-karat yellow gold with a diamond at the center of the flower.

Proceeds from the sales of this brooch are donated to the “You Are Important” educational program for Ukranian servicewomen and veterans organized by the Ukrainian School of Political Studies.

Moreno-Bunge, the founder of Los-Angeles-based floral design studio Isa Isa, has created for fashion houses like Gucci, Chanel, and Ulla Johnson.

She wore 18-karat white and yellow gold pieces from Guzema’s “Hidden Beauty” collection, including the “Chainfall” ring and earrings that move with its wearer. 

Guzema was founded in Ukraine in 2016, later launching in the U.S. market and opening a New York City headquarters in 2023.

Each florist and the production team on this campaign has personal ties to Ukraine.

“Creating this campaign was a joyful delight for all of us, a way to evoke harmony and grace, even in the darkest of times,” said Guzema, referencing the ongoing war in Ukraine.

“It is a true testament to the inspirational power of nature, and it gives me great joy to share so much beauty with the world! I am eternally grateful to each of the floral artists, as well as the entire behind-the-scenes crew.”

To view the full Flower Power campaign, visit Guzema’s website.