Gabriel & Co., a jewelry design house, has launched its first celebrity campaign with actress and entrepreneur Jessica Alba as the new face of the brand.
Shot in New York City, the campaign features Alba in different lifestyle scenes, showing Gabriel & Co.’s jewelry for both everyday use and special events. The images focus on elegance, authenticity, self-expression, and the emotional meaning that jewelry can have.
“Jessica brings an authenticity and grace that aligns seamlessly with our brand, making her the perfect choice to bring our vision to life,” said Dominick Gabriel, chief design officer and co-founder of Gabriel & Co. “The campaign truly reflects our belief that love is built slowly with intention, attention, and time, which is the spirit behind all of our designs.”
This partnership is an important step for the family-owned luxury jewelry brand as it aims to reach more people and expand in the competitive luxury market.
Jessica Alba also shared why the partnership felt personal to her. “Jewelry has always been such a personal expression for me. It’s not just about how something looks, but what it represents,” Alba said. “I chose to work with Gabriel & Co. because they bring this to life in such a genuine way, creating pieces that celebrate both everyday beauty and life’s biggest milestones. It becomes part of your life, your memories, and the moments you want to hold onto.”
Founded in 1989 by brothers Jack and Dominick Gabriel, Gabriel & Co. has remained family-owned and operated for more than three decades. While this marks the brand’s first celebrity-led campaign, Gabriel & Co. has previously collaborated with major fashion names including Elie Saab, Christian Siriano, Max Mara, Badgley Mischka, Norma Kamali, and Tommy Hilfiger.
With Jessica Alba as the face of its new campaign, Gabriel & Co. is blending classic luxury with new storytelling to connect with a younger generation of customers.