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Effy Jewelry Celebrates Life’s Joyful Moments in Fall 2019 Campaign

It marks the start of a new look and message for the brand.




(PRESS RELEASE) NEW YORK – Effy has announced its fall 2019 advertising campaign. Coinciding with the brand’s 40th anniversary, it marks the start of a new look and message for the brand.

Featuring a diverse cast of intergenerational family and friends, along with the tagline “Collect Moments,” the campaign highlights the idea that Effy jewelry for women, men and children celebrates life’s most important events. From holidays to weddings to “just because,” Effy creates gifts for loved ones or yourself, commemorating the happy moments that add up to a life well-lived. The campaign hashtag, #EffyMoments, encourages fans to share how Effy plays a role in their own celebrations.

“I started this company in 1979 and have run it with my family ever since,” says Effy Hematian, founder and designer of the brand. “I’m thrilled that we have the opportunity with our new campaign to show the emotion and meaning of love and family and how that drives everything we do and every piece I design.”

The new campaign was captured by Chris Craymer, a photographer known for his relatable yet aspirational work for editorial, advertising and film. The cast and crew took over a chicly renovated farmhouse in the New York Catskills, where the comfortable elegance and natural environment made the ideal location for scenes including a family picnic, a wedding and a holiday cocktail party.

The campaign, which will have broad digital distribution and appear in print editions of Vogue, Bazaar, Elle and InStyle, depicts Effy pieces for women, men and kids. From bridal designs to everyday diamonds to statement rings with colored gemstones, there are a wide variety of products and pricepoints to please every customer.




She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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