Australian luxury pearl jewellery brand Paspaley recently unveiled Anchored in Paspaley, a brand new campaign celebrating its luxurious white, South Sea pearls and its classic jewellery design aesthetic, seen through the eyes of a master pearler.
The campaign was designed to launch 22 new additions to the brand’s very popular Lavalier and Dive fine jewellery collections. Under the artistic direction of Paspaley’s Creative Director, Christine Salter, the minimalist yet evocative jewellery designs of these new pieces have added a new chapter to the aesthetic story of the brand.
“Anchored in Paspaley invites you to enter the world of the Master Pearler. To step aboard the pearling vessels with their anchors, ropes and chains, with divers in gleaming black wetsuits searching the seas for the most lustrous pearl oyster on earth,” explains Salter.
What makes Anchored in Paspaley unique?
This new campaign includes two different fine jewellery collections. Additionally, it introduces design enhancements to each collection’s pieces, elevating them from fine to high jewellery.
With a nautical theme running through them, the pieces embody versatility, wearability and stylish design innovations. Worn singly or layered and stacked, these pieces showcase the beauty of Paspaley’s white South Sea pearls and highlight the meticulous craftsmanship of the brand’s skilled jewellery artisans.
Lavalier Collection Pieces
Modelled after the antique glass buoys, encased in rope nets, which were once used to mark pearl oyster beds in Australia, the Lavalier collection sees several stunning new additions in the Anchored in Paspaley campaign.
The new Anchored Lavalier necklaces continue to highlight the most opulent and luxurious Paspaley white South Sea pearls, nestled in jewel-covered gold nets. But these sumptuous new necklaces also feature jewel-encrusted chains inspired by nautical chains found on Paspaley’s pearling vessels.
The Tassel Anchored Lavalier necklaces evoke the frayed ends of ropes attached to historic pearl luggers. The colour gradations in the tassels symbolize the natural weathering ropes and chains endure when exposed to the elements for long periods of time, both under water and under the sun. This colour gradation adds a novel yet elegant touch to these pieces.
In addition, the campaign also shines a spotlight on the brand new Bollard designs. Inspired by the bollards used to securely moor boats to the dock, the design of these minimalist pieces is both sleek and sophisticated. This look is further enhanced by channel-set sapphires and diamonds, which feature prominently in the Bollard rings and earrings.
The Bollard design also forms the foundation of the innovative new Hero Lavalier mechanism. Unlike the toggle used in earlier Lavalier necklaces, the Hero Lavalier mechanism seamlessly opens and closes the jewelled net, to easily release and secure the large, lustrous white South Sea pearl within.
Dive Collection Pieces
The Dive Collection also introduces some new pieces directly influenced by Paspaley’s pearling heritage. For instance, the striking design of the new Anchor Link chains found its inspiration in the industrial design of nautical chains used on pearling vessels.
Custom-cast and unique to Paspaley, the Anchor Link chains transform essential shipping equipment to fine jewellery through the use of precious metals, diamonds, coloured gemstones and intricate design details.
These new pieces from this campaign pay homage to Paspaley’s long and rich pearling heritage, blending luxury with authenticity. The pieces also display the unadorned natural beauty of Paspaley’s exceptional South Sea pearls, once again offering luxury jewellery aficionados a timeless connection to the sea.
Anchored in Paspaley – A Branding Perspective
From a brand-building perspective, this campaign can only be described as brilliant. It weaves two different skeins of Paspaley’s brand story – the alluring beauty of South Sea pearls and Paspaley’s unparalleled pearl culturing expertise – into one captivating narrative.
Anchored in Paspaley gives jewellery lovers everything they want from a luxury brand – the opulence of gem-quality South Sea pearls and an intimate, insider’s glimpse into the nautical realities of pearl culturing. And it tugs at their heart strings while doing so!
Rather than placing jewellery lovers as spectators, Anchored in Paspaley invites them to join the Master Pearler on his journeys. They are there with him as he lifts anchor and goes off on his great adventure, the search for pristine, gleaming white South Sea pearls.
A compelling brand story is engaging, authentic and relatable. Anchored in Paspaley is all of these.
The campaign tells the story of the Master Pearler through jewellery design. To jewellery lovers, it offers a fascinating, behind-the-scenes look into the lives of pearl divers and Master Pearlers, a world seldom seen by outsiders. It is authentic because it is based on Paspaley’s long and distinguished pearling heritage. It is relatable because it evokes universal emotions: the thrill of adventure on the open seas and the pull of journeys of discovery.
How Paspaley Brings the World of Pearling Closer to Us
“A pearler’s life at sea is one of adventure and romance, but our story of beauty and treasure-seeking doesn’t exist without the tools and hardware that are used on pearling vessels. In bringing them to life in the form of luxury jewellery – rendered in precious metals and exquisite gems – we’re honouring them, but above all we’re honouring the Paspaley story,” notes Salter.
And, without any doubt, the campaign honours Paspaley’s story and the story of the pearler as he seeks his precious, iridescent treasures in the open seas.
