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Mayors Introduces New Image-Forward Brand Campaign

The new look signifies a fresh modern approach for the heritage brand and kicks off a multi-faceted effort to drive national awareness

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New York – Mayors, the celebrated jewelry and watch retailer, is launching a breakthrough image campaign designed to resonate with modern women and bring a 110-year-old business into the future. The campaign, which will be unveiled in early January, 2021, kicks off a series of initiatives by the Watches of Switzerland-owned multi-brand store, including a revamped e-commerce site, updated store designs, as well as an expansion within its Southeastern US-region footprint.

Mayors worked with a group of notable creative talent, including creative director and photographer, Jay Gullion with additional photography by Marc Regas, and stylist/newly appointed editor in chief of Grazia USA, David Thielebeule to develop the campaign, which features models Juana Burga and Gizele Oliveira, each of whom have distinctive looks that will resonate with a diverse consumer target. Set in a dreamy modernist hilltop home overlooking Topanga Canyon and the Pacific Ocean, the campaign strives to be both aspirational and attainable, offering a view through the “Mayors lens” as it relates to women, style, wardrobing, and investment. In addition to several powerful still images, the creative team developed two behind-the-scenes videos, working with a Nashville-based team of musicians to produce two custom tracks that bring the campaign to life.

The imagery captures Mayors’ incredible range of fine jewelry – including brand partners Gucci, Messika and Roberto Coin, as well as its own in-house collection of covetable, best-selling silhouettes – all styled effortlessly to demonstrate the way today’s Mayors woman shops. Mayors concepted the new campaign after noticing a shift in consumer behavior from its own customer base. The retailer’s team of sales executives and client services specialists realized that women prefer mixing and matching their jewelry, layering high and low to reflect their individual style, especially amidst their ever-evolving wardrobing needs. In response, Mayors adapted its traditional styling, and the campaign will be the first reveal of an unprecedented multi-brand jewelry presentation that will appear both in store and online.

Despite the pandemic, Mayors has seen an increase in sales, particularly in the bridal space. In conjunction with the campaign, Mayors is also revamping its e-commerce site, which will include a new feature that allows the customer to ’shop the look,' as well as a merchandising schematic in-store with a case line curated from the on-model looks featured in the campaign.  This creates a seamless shopping experience and reflects Mayors’ long-standing commitment to serving its customer.  

"We are excited to begin this new chapter for Mayors. We see a tremendous opportunity to reposition the store from its current iteration as a favorite local jeweler to a national fine jewelry resource. Our first step was to create a campaign that would speak to our vision while honoring our heritage. This imagery will undoubtedly resonate with a broad audience and sets the tone for the Mayors of the future."

David Hurley, Executive Vice President of Mayors’ parent company, Watches of Switzerland

Adds Katie Reed, Vice President of Marketing at The Watches of Switzerland Group, “There is a strong duality to modern women, and we wanted the new campaign for Mayors to embody that complexity. We’ve had the fortunate opportunity to align best in class creatives who understand and can translate the Mayors universe through compelling visual storytelling.”

The ad will appear in consumer outlets such as Town&Country, ELLE and Harper’s Bazaar.

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