The Laings Journal
Laings are delighted to launch our summer campaign as we re-open our stores across the UK. Taking inspiration from the ‘promise of forever’ that a diamond makes we’ve been looking at how we can commit to a more sustainable future, extending this sparkling vow.
Our contemporary summer campaign marks both the changing of the seasons and celebrates the re-opening of our stores. Showcasing an exquisite selection of diamond jewellery we have been enthused by what the magnificent gemstones symbolise and we developed a vibrant campaign with an important message.
Inspired by our seasonal photoshoot of blossoming flowers the window campaign was created by the talented team in-house and led Lucy Ferrier, Graphic Designer and Photographer, who saw an opportunity to advance our commitment to move towards a more sustainable way of working. Here we chat to Lucy about the ideas behind the campaign.
“Sustainability is a topic that I feel passionate about. The everlasting nature of diamonds motivated me to look at our summer campaign from a different angle. I wanted to incorporate this important message and how we should be looking after our planet for future generations.”
The beautiful campaign was created in-house and features thousands of flowers, all made from 100% recycled paper. The petals are all individual hearts, the international symbol of love and care, showing how we must extend these sentiments to the world around us. The team were supported by VM & Events for the installation of the campaign in the six stores UK wide.
“I wanted to create a more theatrical display for the summer campaign. It had to capture the imagination of customers and passers-by, leaving a long-lasting impression and giving them a message to carry away with them.
I looked at designing a dynamic and contemporary art installation with a visual concept that really makes an impact. I explored how we could create the shape of the flowers, with the folded petals refracting light and reflecting nature with depth and shadows.”
The canopies of flowers represent the blossoming magic of nature that should stop and be admired. Whilst the climbing build of the display demonstrates the power of our planet as we grow towards a more sustainable future.
The paper flowers were also used to create a backdrop to product imagery, which was all shot in-house. This helped us to carry on the important message, whilst simultaneously creating impactful images that framed our jewellery perfectly.
“It has been amazing to see my initial concept grow and come to life as we’ve developed it within the team. I’m looking forward to seeing how we can now advance our commitment to move towards a more sustainable way of working and help to build an everlasting future.”
Our Head of Marketing, Sally Alobaidi also championed the message that our summer campaign represented.
“Sustainability is a topic that is important to Laings. The everlasting nature of diamonds motivated us to look at our summer campaign from a different angle. I am incredibly proud of the team for creating a modern and contemporary campaign that invests in our planet.
Many of our materials, including our catalogues and receipt wallets, are already made from 100% recycled material. We want to take this to the next level, and over the coming year we will be building a plan to ensure that we are using recyclable materials as much as possible, as well as working on other projects to promote sustainability.”
Diamonds are an everlasting gemstone and our array of classic diamond pieces, from earrings to pendants, showcase the timeless appeal of elegant jewellery. Diamond-line bracelets and delicate drop earrings are items to be cherished for generations, whilst enchanting rings mark the next step on your journey.
SHOP OUR SUMMER EDIT
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