St. Vincent’s Jewelry Center

Gems of L.A. Campaign


How do you differentiate a brand in the jewelry category? Particularly in a competitive landscape filled with deep-pocketed luxury retailers, mass chain stores, and online sellers? Create an emotional connection that fosters trust and galvanizes community. BIG created St. Vincent Jewelry’s Gems of LA campaign, which recognized brilliant women in Los Angeles who are at the forefront of social change.


These true LA Gems strive to enrich the lives of underrepresented communities to help transform Los Angeles into a healthier, more vibrant, and equitable place to live. Video, print, and digital banner ads were used to reach potential customers that not only indexed high for jewelry purchasing, but also connected with the various causes these women represented, including homelessness, climate change, social and racial justice, to name a few. Now that’s glam for good!