New York, NY – Dec. 19, 2019. The Cultured Pearl Association of America (CPAA) has new lifestyle model photography and videos for its membership to use. At the request of its jewelry retailer members, the CPAA conducted a lifestyle photo shoot this fall featuring a mix of fine jewelry, including pearls as well as gold and gemstones.
The goal of the photography was to show that fine pearls are fashion forward and mix well with other jewelry that’s popular with consumers, including gold chains and enamel. The photos show that the pearl category need not stand on its own but also enhances other compelling fine-jewelry choices. CPAA believes the campaign will allow retailers to bridge the gap to greater pearl sales.
“Often consumers think that pearls are only perfectly round, understated, or for a mature collector,” explains Jennifer Heebner, CPAA executive director. “These photos—and two short videos—show that that is not the case and that today’s pearl jewelry not only plays well with other categories but that it can inspire admiration in a new generation of fans.”
Photography and video production took place in New York City under longtime fashion and jewelry photographer Jack Deutsch. Stylist Amit Gajwani brought in clothing selections, including a black motorcycle jacket from Balmain, to enhance the jewelry being highlighted. Hair and makeup artist Bob Huitron of Art & Style NYC gave Next model Ella Petrushko playful effects like a braid flecked with gold and white pearl hoop earrings and cascading locks topped with an organic-looking crown of Fijian pearls. CPAA believes that Petrushka’s timelessly striking look will drive home the message that pearls fit well in every situation for daily wear.
The two 30-second videos are dubbed The Influencer and The Date. The former depicts Petrushka as a jewelry aficionado styling pieces for display and sale on Instagram. The latter production shows her coming home from work, getting ready to go out, and then meeting someone at a restaurant. All her jewelry is a mix of modern pearl pieces with gold and gemstones that shows how pearls are worn today with other favorite styles.
Featured jewelry is from CPAA members, including Baggins, Eliko, Mastoloni, Tara Pearls, little h, Rachel Quinn, Stuller, Elizabeth Blair Fine Jewelry, Ocean's Cove, Judi McCormick, Brenda Smith, Imperial, Lika Behar, and Assael. Non-pearl gold jewelry from non-members—Midas Chain, Wwake, Leo Ingwer, Buddha Mama, Jessica Busi, and Melissa Kaye—was also shot.
“How jewelry is worn today directly impacts how to sell pearls,” says Kathy Grenier, CPAA marketing director. “CPAA has created the visual campaign retailers need to complete the entire picture—how pearls are worn today. When buyers can see their own style, they can relate to pearls with open minds, seeing that, yes, pearls are for me, too!”
CPAA members alone have rights to use the photos on signage, blog posts, websites, postcards, and more.
The cost to join CPAA as an Affiliate member is $299, which provides access to the new shots and videos. Click here to join.
For more information about the CPAA, visit www.cpaa.org.
Photography by Jack Deutsch for CPAA. Clothing stylist Amit Gajwani. Hair and makeup by Bob Huitron of Art & Style NYC. Model Ella Petrushko for Next. Images are copyright protected and may not be reproduced.
On ears: Lola ear cuff in 18k yellow gold with black enamel and diamonds, Melissa Kaye, 917-573-0388, melissakayejewelry.com; Martini earrings in 18k yellow gold with golden South Sea pearls and diamonds, Baggins, 213-624-2277, bagginspearls.com
On neck: Tahitian pearl drop pendant necklace in 18k yellow gold, Elizabeth Blair Fine Pearls, 231-526-7500; elizabethblair.com; Lola linked necklace in 18k yellow gold and white enamel, melissakayejewelry.com; Curb chain in 14k yellow gold, Midas Chain, 201-244-1150, midaschain.com; station chain in silver with black rhodium, model’s own; mother-of-pearl disc with a golden South Sea pearl, Jewelmer, 561-701-0613, jewelmer.com; double necklace in 18k yellow gold with Tahitian pearls, black diamonds, and gold beads, bagginspearls.com; long necklace in 18k white gold with black rhodium, black diamonds, and golden South Sea pearls, Tara Pearls, 212-575-8191, tarapearls.com
On hands: Circle Pearl ring in 18k yellow gold with yellow beryl, tsavorites, diamonds, and a golden South Sea pearl, Brenda Smith Jewelry, 770-337-6399, brendasmithjewelry.com; double pearl ring in 18k yellow gold with golden South Sea pearls and diamonds, Mastoloni, 212-757-7278, mastoloni.com; signet ring in 14k yellow gold with opal and diamonds, Wwake, 774-573-1027, wwake.com
On wrist: link bracelets in 22k gold with enamel and diamonds, Buddha Mama, 786-306-7840, buddhamama.com; bangles in 22k gold, Lika Behar, 201-933-7200; likabehar.com; necklace wrapped as bracelet in 18k yellow gold with white South Sea baroque pearls and beads, elizabethblair.com
Photography by Jack Deutsch for CPAA. Clothing stylist Amit Gajwani. Hair and makeup by Bob Huitron of Art & Style NYC. Model Ella Petrushko for Next. Images are copyright protected and may not be reproduced.
On ears: stud earrings in 14k white gold with white freshwater pearls and diamonds, Stuller, 337-262-7700, stuller.com; drop earrings in 14k white gold with sliced Tahitian pearls set with colorless and black diamonds, little h, 949-232-4472, littlehjewelry.com
On neck: bib necklace in 18k white gold with Tahitian pearls and diamonds, Tara Pearls, 212-575-8191, tarapearls.com; natural-color blue akoya strand with ball clasp in 14k white gold, Eliko Pearl, 212-764-0017, elikopearl.com; long necklace in 14k white gold chain and Tahitian pearls, Imperial Pearl, 401-223-4171, imperialpearl.com
On lapel: Through the Heart pin in oxidized sterling silver with freshwater pearls and ruby composite stone drops, Rachel Quinn, 646-345-0816, rachelquinn.com
On wrist: baroque-shape silver South Sea pearl strand doubled as bracelet, elikopearl.com; bracelet in 14k gold with black rhodium and black diamonds, Leo Ingwer, 212-719-1342, leoingwer.com
On hands: left, ring in 18k white gold with a Tahitian pearl and diamonds, Mastoloni, 212-757-7278, mastoloni.com; right, signet ring in 14k gold with black rhodium and black diamonds, leoingwer.com; Spiral ring in 14k white gold with a white South Sea baroque-shape pearl inset with black diamonds, littlehjewelry.com
Photography by Jack Deutsch for CPAA. Clothing stylist Amit Gajwani. Hair and makeup by Bob Huitron of Art & Style NYC. Model Ella Petrushko for Next. Images are copyright protected and may not be reproduced.
On ears: drop earrings in 18k rose gold with tanzanite, color-change garnet, and Tahitian pearls, Assael, 212-819-0060, assael.com
On neck: from top down, Pyramid bib necklace in 14k rose gold, Midas Chain, 201-244-1150, midaschain.com; lavender metallic freshwater pearl necklace with a 14k gold clasp, Eliko Pearl, 212-764-0017, elikopearl.com; station necklace in 14k rose gold with pink tourmaline and golden South Sea pearls, Ocean’s Cove, 732-496-1782, instagram.com/oceanscove; link necklace in 14k rose gold, midaschain.com; Spiral pendant necklace in 14k yellow gold with tourmalines and a freshwater Edison pearl inset with tourmalines, little h, 949-232-4472, littlehjewelry.com; long peach-pink metallic freshwater pearl necklace with a 14k gold clasp, elikopearl.com
On hands: left, Wave ring in 18k gold with black rhodium, a wave-shape freshwater pearl, and pink and blue sapphires, Brenda Smith Jewelry, 770-337-6399, brendasmithjewelry.com; signet ring in 14k rose gold, leoingwer.com; right, bands in 14k rose gold with diamonds, leoingwer.com
On wrist: flexible bracelets in 18k yellow gold with pinkish-purple freshwater pearls, elikopearl.com
Photography by Jack Deutsch for CPAA. Clothing stylist Amit Gajwani. Hair and makeup by Bob Huitron of Art & Style NYC. Model Ella Petrushko for Next. Images are copyright protected and may not be reproduced.
Right hand: rings in 14k yellow gold with freshwater pearls and diamonds, Imperial Pearl, 401-223-4171, imperialpearl.com
On wrists: right, cuff in 18k yellow gold with diamonds and akoya pearls, Assael, 212-819-0060, assael.com; left, bangles in 22k yellow gold with diamonds, Lika Behar, 201-933-7200; likabehar.com; tennis bracelets in 14k white gold with diamonds, Leo Ingwer, 212-719-1342, leoingwer.com; stretch bracelets in 18k yellow and white gold with diamonds and freshwater pearls and chain bracelet in 18k yellow gold with freshwater pearls, Mastoloni, 212-757-7278, mastoloni.com
Photography by Jack Deutsch for CPAA. Clothing stylist Amit Gajwani. Hair and makeup by Bob Huitron of Art & Style NYC. Model Ella Petrushko for Next. Images are copyright protected and may not be reproduced.
On ear: drop earrings in 18k yellow gold with baby akoya pearls and diamonds, Baggins, 213-624-2277, bagginspearls.com; star-and-chain studs in 14k yellow gold with diamonds, Midas Chain, 201-244-1150, midaschain.com
On neck: top down, necklace in 14k yellow gold with white freshwater pearls, Imperial Pearl, 401-223-4171, imperialpearl.com; drop necklace in 18k yellow gold with baby akoya pearls and diamonds and Nestle baby akoya pearl necklace with an 18k yellow gold clasp, bagginspearls.com
In hair: three pairs of hoops in 14k yellow gold with white freshwater pearls, imperialpearl.com; Pair of hoops in 18k yellow gold with baby akoya pearls and diamonds, bagginspearls.com
Photography by Jack Deutsch for CPAA. Clothing stylist Amit Gajwani. Hair and makeup by Bob Huitron of Art & Style NYC. Model Ella Petrushko for Next. Images are copyright protected and may not be reproduced.
On head: drop earrings in 18k rose gold with Fijian pearls and diamond briolettes worn as tiara, Assael, 212-819-0060, assael.com
On ear: drop earrings in 14k rose gold with morganite, diamonds, and pink freshwater pearls, Imperial Pearl, 401-223-4171, imperialpearl.com; studs in 14k yellow gold with baby akoya pearls, Baggins, 213-624-2277, bagginspearls.com
On wrist: bangles and a link necklace wrapped around the wrist in 14k rose gold, Midas Chain, 201-244-1150, midaschain.com; station necklace in 14k rose gold with pink tourmaline and golden South Sea pearls wrapped around the wrist, Ocean’s Cove, 732-496-1782, instagram.com/oceanscove
On hands: right, signet ring and bands in 14k rose gold with diamonds, Leo Ingwer, 212-719-1342, leoingwer.com; left, ring in 14k rose gold with morganite, diamonds, and a pink freshwater pearl, imperialpearl.com
Jewelry Credits for The Date
Model in stairwell
Multistrand of moonstone beads and Tahitian pearls, Judi McCormick Jewelry, 802-989-8280, judimccormickjewelry.com; link bracelet in 18k gold with black rhodium and Tahitian pearls, Elizabeth Blair Fine Pearls, 231-526-7500, elizabethblair.com; stretch bracelet with labradorite beads and a Tahitian pearl, Ocean’s Cove, 732-496-1782, instagram.com/oceanscove; ring in 14k gold with Tahitian pearls, Imperial Pearl, 401-223-4171, imperialpearl.com; band in 18k gold with black rhodium and diamonds, Jessica Busi, 310-210-5500
At dressing table
On model:
Dangle earrings in 18k yellow gold with mosaic-set Tahitian pearls, Eliko Pearl, 212-764-0017, elikopearl.com; hoop earrings in 18k yellow gold with diamonds, Jessica Busi, 310-210-5500
On table:
Lola linked necklace in 18k yellow gold and black enamel, Melissa Kaye, 917-573-0388, melissakayejewelry.com; multistrand of white and golden South Sea keshi pearls with a clasp in 18k yellow gold; Eliko Pearl, 212-764-0017, elikopearl.com; link bracelet in 22k gold with white enamel and diamonds, Buddha Mama, 786-306-7840, buddhamama.com; two mixed strands of Tahitian pearls and keshi, Elizabeth Blair Fine Pearls, 231-526-7500, elizabethblair.com
In black motorcycle jacket
Hands on purse:
Right, beaded band in 14k yellow gold and band in 14k yellow gold with milgrain and diamonds, Leo Ingwer, 212-719-1342, leoingwer.com; band in 14k yellow gold with white freshwater pearls and ring in 14k white gold with a white baroque-shape freshwater pearl and diamonds, Imperial Pearl, 401-223-4171, imperialpearl.com
Left, Lands Stack ring in 10k yellow gold, Wwake, 774-573-1027, wwake.com; ring in 14k yellow gold with a white akoya ring and diamonds, imperialpearl.com
At the bar
Right hand: ring in 18k yellow gold with white freshwater pearls and diamonds, Mastoloni, 212-757-7278, mastoloni.com; Lands Stack ring in 10k yellow gold, Wwake, 774-573-1027, wwake.com
Left hand: Linear Bubble ring in 18k yellow gold with white akoya pearls, Assael, 212-819-0060, assael.com; ring in 14k white and yellow gold with diamonds and a white freshwater pearl, Stuller, 337-262-7700, stuller.com
Left wrist: cuff in 18k yellow gold with diamonds and akoya pearls, Assael, 212-819-0060, assael.com
Right wrist: bangles in 14k white, rose, and yellow gold, Midas Chain, 201-244-1150, midaschain.com
On neck: top down, choker in oxidized sterling silver with white sapphires, Lika Behar, 201-933-7200; likabehar.com; Curb link chain in 14k yellow gold, Midas Chain, 201-244-1150, midaschain.com; link pendant necklace in 18k yellow gold with a white freshwater pearl, Elizabeth Blair Fine Pearls, 231-526-7500, elizabethblair.com; link station necklace in 18k yellow gold with diamonds and Tahitian pearls, Tara Pearls, 212-575-8191, tarapearls.com; snake chain in 14k yellow gold, midaschain.com; link pendant necklace in 18k yellow gold with a white freshwater pearl and oval link station necklace in 18k yellow gold with Tahitian pearls, elizabethblair.com; station necklace in 14k yellow gold with white freshwater pearls and specialty-cut moonstones, mastoloni.com
On ears: hoop earrings in 18k yellow gold with diamonds, Jessica Busi, 310-210-5500; marquise hoop earrings in 14k yellow gold with Tahitian pearls, Ocean’s Cove, 732-496-1782, instagram.com/oceanscove
Jewelry Credits for The Influencer
On model
On ears: earrings in 18k white gold with South Sea pearls inset with rubies, Judi McCormick Jewelry, 802-989-8280, judimccormickjewelry.com
On neck: chain in 14k white gold, Midas Chain, 201-244-1150, midaschain.com; Lola linked necklace in 18k yellow gold and black enamel, Melissa Kaye, 917-573-0388, melissakayejewelry.com; spiral pendant necklace in 14k white gold with a white South Sea pearl inset with black diamonds, little h, 949-232-4472, littlehjewelry.com; golden pearl strand with clasp in 18k yellow gold with diamonds, Mastoloni, 212-757-7278, mastoloni.com; long necklace in 18k gold with black rhodium, black diamonds, and Tahitian pearls, Tara Pearls, 212-575-8191, tarapearls.com
Hands: right, Toi et Moi ring in 14k rose gold with an akoya pearl, morganite, and diamonds, Imperial Pearl, 401-223-4171, imperialpearl.com; Lands Stack ring in 10k yellow gold and Single Nested ring in 18k gold with a peach sapphire, Wwake, 774-573-1027, wwake.com; left, double ring in 18k white gold with Tahitian and white South Sea pearls and pink sapphires, Brenda Smith Jewelry, 770-337-6399, brendasmithjewelry.com
On wrist: chain bracelet with white South Sea pearl charms, Elizabeth Blair Fine Pearls, 231-526-7500; elizabethblair.com; bangles in 14k white gold, Midas Chain, 201-244-1150, midaschain.com
On neck form
Hammered choker necklace in 22k gold, Lika Behar, 201-933-7200; likabehar.com; golden pearl strand with clasp in 18k yellow gold with diamonds and long white South Sea pearl strand Mastoloni, 212-757-7278, mastoloni.com
On tray
Ombre strands of white, silver, and Tahitian South Sea pearls with clasps in 18k white gold, Baggins, 213-624-2277, bagginspearls.com; side-set hoop earrings in 14k yellow gold with white freshwater pearls, Judi McCormick Jewelry, 802-989-8280, judimccormickjewelry.com
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CPAA is a nonprofit founded in 1957. The group comprises the finest manufacturers, wholesalers, dealers, and suppliers of cultured pearls in the United States, and its goals are to improve retail marketability of pearls and cultivate demand among consumers. Through promotion, education, public relations, and unwavering commitment to the category, CPAA aims to inspire an authentic passion for all cultured pearl varieties. For more information about becoming a certified pearl expert, please visit PearlsAsOne.org. To learn more about the Cultured Pearl Association of America, please visit CPAA.org.
Absolutely fabulous and inspiring!