Australia leads in pearl jewellery campaigns

Leading Australian pearl brands have capitalised on the gem’s natural beauty through powerful advertising campaigns. Models best move aside, because the pearl is taking spotlight.

As the world’s oldest gem – having been used for decorative purposes as far back as 4000 BC – it’s not surprising that the pearl has adopted many meanings and symbolisms over the years. 

In ancient Rome, for example, the gem was worn as a symbol of wealth and prestige, while Greek history shows us that pearls were worn at weddings and were said to bring love and happiness. In the past 50 years, however, the gem unfairly attracted a stigma as being jewellery that only grandma wore. 

 
Today it seems the pearl is shedding its old-fashioned reputation and is instead adopting a revitalised, fashionable persona. In Jeweller’s May issue, the article Say Goodbye to Grandma’s Pearls, explores this shift in greater detail.
For even more information about the official birthstone for June, check out Jeweller’s glossary and history report.

But for now, why not let the images do the talking? As a world leader in south sea pearl production, Australia is home to some of the largest and most powerful pearl brands, including Autore, Kailis, and Paspaley. Below are some stunning jewellery campaigns created by these companies – along with some international brands as well – that demonstrate the modern grasp on the beautiful gem and the seduction it radiates. 

Apart

Apart, a Polish brand, began collaborating with Polish model Anja Rubik in 2010. The huge advertising campaign called, Pearl Anniversary, strives to evoke “perfection” through its TV commercials and photo shoots.

Autore

Autore’s Venezia collection is inspired by the romance and artistic expression of the Italian city. Photographed by Tim Richardson and styled by Kelvin Harries, the campaign depicts the innovation and elegance of the Australian pearl jewellery company. 

As the world’s oldest gem – having been used for decorative purposes as far back as 4000 BC – it’s not surprising that the pearl has adopted many meanings and symbolisms over the years. 

In ancient Rome, for example, the gem was worn as a symbol of wealth and prestige, while Greek history shows us that pearls were worn at weddings and were said to bring love and happiness. In the past 50 years, however, the gem unfairly attracted a stigma as being jewellery that only grandma wore. 

 
Today it seems the pearl is shedding its old-fashioned reputation and is instead adopting a revitalised, fashionable persona. In Jeweller’s May issue, the article Say Goodbye to Grandma’s Pearls, explores this shift in greater detail.
For even more information about the official birthstone for June, check out Jeweller’s glossary and history report.

But for now, why not let the images do the talking? As a world leader in south sea pearl production, Australia is home to some of the largest and most powerful pearl brands, including Autore, Kailis, and Paspaley. Below are some stunning jewellery campaigns created by these companies – along with some international brands as well – that demonstrate the modern grasp on the beautiful gem and the seduction it radiates. 

Apart

Apart, a Polish brand, began collaborating with Polish model Anja Rubik in 2010. The huge advertising campaign called, Pearl Anniversary, strives to evoke “perfection” through its TV commercials and photo shoots.

Autore

Autore’s Venezia collection is inspired by the romance and artistic expression of the Italian city. Photographed by Tim Richardson and styled by Kelvin Harries, the campaign depicts the innovation and elegance of the Australian pearl jewellery company. 

As the world’s oldest gem – having been used for decorative purposes as far back as 4000 BC – it’s not surprising that the pearl has adopted many meanings and symbolisms over the years. 

In ancient Rome, for example, the gem was worn as a symbol of wealth and prestige, while Greek history shows us that pearls were worn at weddings and were said to bring love and happiness. In the past 50 years, however, the gem unfairly attracted a stigma as being jewellery that only grandma wore. 

 
Today it seems the pearl is shedding its old-fashioned reputation and is instead adopting a revitalised, fashionable persona. In Jeweller’s May issue, the article Say Goodbye to Grandma’s Pearls, explores this shift in greater detail.