Renowned for her bohemian-inspired designs set with diamonds, healing crystals and ornamental stones, Los Angeles-based jeweller Jacquie Aiche is celebrating the launch of her latest campaign, Rebel Heart, starring Maroon 5 frontman, Adam Levine, and his supermodel wife, Behati Prinsloo.
The musical couple, who have three children together, are long-term friends of the brand, with Prinsloo and Aiche having collaborated on previous campaigns in 2015 and 2018. “I’ve always loved working with Behati. Every time we shoot together it feels just as special as the first. She has an energy that’s unlike any other, and it shines even brighter when she’s wrapped up in jewels,” says Aiche of their relationship. “Ever since introducing our men’s collection, I’ve dreamt of a his and hers campaign. Behati and Adam just felt like the perfect match – they’re rebellious, free-spirited and irresistibly magnetic. “
Prinsloo was equally enthusiastic to layer on Aiche’s freewheeling, sensual designs again. “Jacquie is the OG to me! I hadn’t done a shoot for Jacquie in a while, and we had been talking about it for so long…I feel like I’m in a different place in my life now,” she said of the experience. “This time around, it felt so special with Adam and I collaborating together…And because we’ve never done a campaign together, seeing the images was a really beautiful moment for us.”
“Jacquie’s jewellery has an energy that is entirely its own,” agrees Levine. “I want my style and the jewellery I wear to reflect me. I have a custom alien ring from Jacquie Aiche that I wear all the time and Behati’s worked with Jacquie for years…so it was a very quick and easy yes when the opportunity to worth with [them both] came up.”
It isn’t just Levine…Aiche’s characterful and talismanic pieces have made her a favourite amongst other musical A-listers including Rihanna and Usher, another longtime collaborator who was recently seen adorned in a slew of Aiche’s diamond necklaces in campaign images for Kim Kardashian’s brand, SKIMS, and also wearing a statement diamond ring of Aiche’s design at the Superbowl.
The new Rebel Heart collection, which has just gone live on the jeweller’s website, combines many of Aiche’s signature motifs – including horns, gem-set crystal pendants, chunky rings, body jewels and necklaces featuring colourful fringes of stones in graduated sizes – designed to be worn together or blended in with your existing collection. “[The collection was] designed for the rebels, the lovers and the wild ones,” says Aiche of her latest work. “The energy that Adam and Behati give off in the jewels, both independently and together, encapsulates everything that came to mind when I was working on this collection…you could just feel the electricity between them on set.”
Like this? Take a look inside Usher’s astounding jewellery collection.
