A new-product ad is the commercial equivalent of a handshake. It’s how the two of you get introduced. Print ads, since they’re static, are at pains to use a background for their emotional cues. Foreground a new car against the backdrop of a cliff overlooking the sea, a family
building a tent, or a couple pulled up in front of a nightclub, and the advertiser not only identifies the product but appeals to its target audience. As sophisticated buyers, we’re aware of this, but a compellingly appropriate ad makes us pay attention nonetheless.
The jewellery company, APM Monaco, a world-renowned manufacturer of high-end designer jewellery at an affordable price, is acutely aware of the power of background, and implicitly, of a background’s power to define its product. As they put it, “Our campaigns, shot in Monaco, showcase parts of our identity, which is influenced by the beauty and lifestyle of the Côte d’Azur: elegance, style, simplicity, and pleasure.” The suggestion underlying this philosophy is that the good life isn’t confined to the wealthy. APM’s imaginative, lovely, often intriguing products will give you a taste of that life simply by wearing them. The company’s 400 retail stores and worldwide presence bear witness to the success of its business and advertising philosophies. So it’s interesting to us that its latest ad campaign, introducing the company Collection Monaco, features jewels that are timeless yet modern. The largely monochromatic background makes the jewellery pop. Overall, the impact is stunning. APM wants it to be. As designer and Creative Director Kika Prette writes, “For this month’s
collection we went deep into the desert to bring you the most adventurous and long-lasting jewels you can wish for…Collection Monaco features beautiful bracelets, rings, and necklaces inspired by the natural tones, deep blue, palm tree green, gold, and silver that resemble the shiny rays of the sun on your skin.”
By replacing urban Monaco with sculpted sands, APM makes the wearer of its jewels in this campaign the whole civilised world, rather than a part of it. It doesn’t hurt that the model is striking; the jewellery however helps her be.
APM Monaco began life producing jewellery for established and exclusive companies. At some point, founders Ariane Prette, and her son, Philippe, decided to open their own retail business and manufacture jewellery that had all the earmarks of top-tier products, but at prices that made it accessible to a majority of fashion-conscious jewellery enthusiasts. Now in its eleventh year, APM identifies itself as being about “chic, fashion, and smile.” The smile part comes from its willingness to market playful jewellery, most clearly embodied in its Yummy collection. But there’s no mistaking the company’s seriousness. The “creative process” which results in the introduction of a new collection each month, starts months in advance. It’s led by Kika and her creative team who construct “a universe around a particular theme,” which is later “materialised onto a mood board which is constantly in progress; being tweaked, retouched, and added to.”
Collection Monaco, the latest result of this process, can be seen in its entirety at us.apm.mc. The Pave Ring with Round Zirconia features a simple and elegant design, with a round zirconia stone set in a pave setting. The band of the ring is made of silver and the stone sparkles in the light, making it the perfect addition to any jewellery collection. The Adjustable Necklace with Pave Ring Pendant features the Pave Ring as a pendant, which is suspended from a delicate silver chain. The chain is adjustable, allowing the wearer to customize the length to suit their style. The pendant and chain are made of silver, giving the necklace a timeless and sophisticated look. The Chunky Pave Bangle is a statement piece that is perfect for those who love to make bold fashion choices. The bangle is made of silver and features a chunky pave design that covers the entire surface. The bangle is adjustable, allowing it to fit most wrist sizes comfortably. The XL Pave Oval Earrings are also designed to make a statement and are perfect for special occasions or for those who love to add a touch of glamor to their everyday look. The earrings are made of pink silver and feature an XL pave oval design. They are sure to catch the eye and become a favourite in any jewellery collection.
