• Hailstones Glass Jewels

How do you launch a new jewellery collection?

Based on the legendary relationship between King Arthur and the Lady of the Lake and her giving of the sword Excalibur, Avalon’s Spirit is a new collection by Hailstones Glass Jewels.

The new launch required campaign imagery that was as visually stunning as the jewellery, and that helped to convey the story of The Lady of the Lake rising out of the water. PITCH&CO created the concept and art directed the shoot, which was shot by up and coming photographer Jo Emmerson. The striking images became the focal point of the launch campaign featuring on the Hailstones website, in direct advertising, e-marketing, social media as well as the launch press releases.