In 2022, SheerLuxe’s founder Georgie Coleridge Cole launched Luxe&Co, a branding and creative agency that leverages SheerLuxe’s deep expertise in what is aspirational, relevant, and commercially effective. Specialising in branding, web, creative and social campaigns, and strategy, Luxe&Co’s latest project delivers an innovative marketing campaign for Heavenly London, utilising modern AI technology.
The campaign included real photography – captured by a physical production crew, creative director and jewellery shot at various angles. Real people were used to capture the right light, angles and fluidity. AI then expanded the campaign to provide multiple AI-generated models to create variations across the assets, allowing for full usage for all and any marketing purposes.
Usage rights often lead to prohibitive costs for small brands, creating barriers to entry. Whilst individual product shots taken by a human team ensured consistency throughout the campaign, AI-generated additional shots would have incurred an additional fee for Heavenly London.
This poses an interesting debate about how AI can help smaller businesses compete with larger brands and bigger budgets. Heavenly London was founded in 1993 and its ethos remains the same today as it was then: to create imitation and sustainable diamond alternatives that are accessible to all.
The ‘Afterlight’ collection, a reflection of the glow that lingers after sunset, draws its inspiration from the late 1930s into the 1940s: the moodier, sultrier sibling to Art Deco. Loosely influenced by post-Deco modernist jewellery, the collection channels the spirit of early Elsa Peretti and Suzanne Belperron but with a contemporary twist. Luxe&Co and Heavenly London’s innovative approach to this campaign highlights the positive potential for the evolution of technology to enable faster growth in a highly competitive marketplace.
The marketing mix has pivoted from traditional bi-annual ad campaigns to an always-on, social-first approach requiring constantly refreshed assets. Luxe&Co is positioned to continue setting the pace for what modern design agencies can and should be. SheerLuxe founder and CEO, Georgie Coleridge Cole, said:
“Like everyone, we’re both curious and a little nervous about what the future with AI holds. But it’s exciting to see how it can be harnessed positively, giving smaller businesses without huge budgets the opportunity to compete in a cost-effective way. Social media’s ‘always-on’ demands require enormous time and resource, which can be a real challenge for small teams. AI has the potential to help level that playing field.”
Maddy Sangster, Creative Director of Heavenly London, said:
“From the very beginning, Heavenly London has been about challenging traditions and finding kinder, more innovative ways to create beautiful jewellery. Working with Luxe&Co on this campaign has shown us how AI can be used thoughtfully — not to replace creativity, but to expand it. For a small, independent brand like ours, it means we can reach more people, and still stay true to our values.”
ENDS