In an inspiring push towards redefining the accessibility of luxury, Platinum Born has introduced its latest campaign titled “Born Leaders,” spotlighted with portraits of six influential women, each showcasing the versatile and refined essence of platinum jewelry. Captured by renowned photographer Cass Bird with creative direction from Tatijana Shoan, and an all-female creative team, the campaign aims to illustrate the brand’s vision of integrating elegance into the daily lives of women everywhere.
The campaign’s launch couldn’t have come at a better time. The prominent trend this year is a shift to white metal — and to platinum in particular.
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The six “Born Leaders” are a diverse group that include fashion and media personalities, an entrepreneur, a social activist and a yacht captain: Pritika Swarup, Melanie Masarin, Rajni Jacques, Soledad O’Brien, Winter BreeAnne and Captain Shannon Carleton. The six’s achievements and personalities mirror the versatility of Platinum Born, and Bird’s energized portraits for the campaign show each wearing the brand’s latest collections in their own unique way.
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“‘Born Leaders’ is a joyful homage to six remarkable women who truly embody the ethos of Platinum Born,” Rebecca Moskal, vice president of marketing at Platinum Guild International, said. “We wanted this campaign to celebrate their stories and accomplishments, as well as their individuality and sense of personal style in a way that we hope changes perceptions and inspires our audience to think about platinum jewelry in a different way.”
Moskal made the intentional decision to collaborate with an all-female creative team, and was “thrilled” to shoot with Cass Bird, calling her “an incredible talent with a knack for capturing moments of genuine emotion, and her portraits of the ‘Born Leaders’ exude a sense of spontaneity and authenticity that really allowed each of the six women to shine through, while also capturing the essence of our brand.”
The campaign features notable personalities such as O’Brien, the trailblazing journalist, who praised the seamless blend of style and simplicity offered by Platinum Born. “I feel like every year I get better at figuring out what I like and what makes me feel good and look good,” she said. “I need my jewelry to fit my life and I love wearing platinum — it’s beautiful, it stands out, but it doesn’t take over. It’s just a sort of simple, gracious beauty.”
Similarly, Swarup, a model, entrepreneur, and trendsetter in beauty and wellness spheres, expressed how the jewelry’s versatility aligns with her multidimensional career and personal values, aiming to empower women to lead fearless, multifaceted lives.
When asked about being a part of the campaign, Swarup said, “Wearing this jewelry just makes you feel like a badass, like the boss. It gives you a little bit of an attitude, like you’re going out to mean it, but it’s also jewelry you can wear every day and feel very together.”
But why platinum? In a word: rarity.
All of this precious metal came from a single meteor that struck Earth more than 2 billion years ago. As a result, platinum is 30 times rarer than gold. For Masarin, the founder of cult-loved non-alcoholic aperitif brand, Ghia, it is these attributes that make the jewelry collection unique. “When I think of platinum, I think of rarity and purity – it’s forever, it’s precious, it’s everlasting,” Masarin said.
And it is Masarin’s sense of what is classic, yet discreet that aligns with the ethos of the Platinum Born collection and the “Born Leaders” campaign. “I love to wear this jewelry because it’s beautiful and it has a history, but it’s also playful and more discreet,” Masarin said. “I love the idea of owning something really beautiful and wearing something really beautiful without feeling costumed.”
Jacques, who’s been a fashion director, a creative director and who now works in technology as the Global Head of Fashion & Beauty at Snapchat, has long been a significant force in the fashion industry. Starting as a fashion assistant at the iconic Honey magazine, Jacques progressed through top media titles and her talents have graced the realms of public relations and creative leadership at prestigious companies including Christian Louboutin, Madewell and Hearst Digital Studios.
Being a part of the campaign reminded her of her own fashion sense. “My style is fashion and function all at once,” she said.
Asked about the jewelry for the campaign, Jacques said, “I like things that are simple, easy – comfortable. This jewelry is so light, but it also brings so much character. There’s a sparkle and a texture and an easy way to wear the pieces – there’s a versatility to it that makes it really stylish – like maybe at three o’clock I want a necklace but at 5 p.m., I want a choker.”
The campaign’s launch is complemented by a dynamic digital experience, including a redesigned website that features video interviews, behind-the-scenes content and direct shopping options aimed at enhancing consumer engagement and accessibility.
Set to make a significant impact at the upcoming Couture Show in Las Vegas, and with visibility across major luxury fashion and lifestyle publications, the “Born Leaders” campaign is not just a showcase of jewelry but a testament to the spirit of modern womanhood — bold, beautiful, and unapologetically true to oneself.
The “Born Leaders” campaign by Platinum Born not only sets a new precedent in the jewelry industry but also celebrates the essence of leadership, resilience and elegance that defines women leaders of today.
To learn more about the Born Leaders campaign, CLICK HERE.
Suna Bros. is the exclusive distributor of Platinum Born in North America.