New York City based jewelry brand Guzema Fine Jewelry, founded by Ukrainian jewelry designer Valeriya Guzema, has launched a colorful new campaign featuring superstar Los Angeles floral designers.
Guzema's “Flower Power” campaign, photographed by award-winning director and photographer Liza Voloshin, showcases celebrity florists wearing Guzema jewelry next to newly created floral sculptures. Shot in a picturesque garden in Rustic Canyon, Santa Monica, the campaign was designed to highlight the talents of florists and landscape artists; the new campaign features the tagline “Flowers are the jewelry of the world.” And each of the three florists wore specific collections of Guzema jewelry, styled by Olga Yanul, as they worked to create their final floral arrangements.
Gem + Jewel caught up with Valeriya Guzema about the eye-catching campaign over email:
Ukranian floral designer Jenya Tsybulskyi of Jenya Flowers (who did the flowers for Jennifer Lopez and Ben Affleck's 2022 wedding, RIP) wore Guzema's Light My Fire collection and Kvitka charity flower brooch.
Sophia Moreno-Bunge of Isa Isa, who's created arrangements for fashion houses including Gucci, Chanel, and Ulla Johnson, wore the Guzema Chainfall ring and earrings from the Hidden Beauty collection while crafting her creation.
Gem + Jewel: Where did this idea to combine your jewelry and florists come from?
Valeriya Guzema: Guzema has always been inspired by nature in all its forms. Flowers are cherished treasures that we can bring into our homes and spaces, creating an entire experience with them—much like with jewelry! We admire artistry in any form, and wanted to celebrate floral artists and their craft by showcasing the process, elements, and results. We are so excited to have three remarkable talents in this project sharing their vision and inspiration, while wearing our pieces.
How did you chose the florists you worked with?
We have carefully selected three of the most prominent floral talents in Los Angeles. Each has an incredible artist's approach, and each one of them shares the same vision of the creative process that we have at Guzema. When we met each of them and worked with them on set, we truly felt the synergy and the alliance of our artistic spirits.
Why do you think flowers and jewelry are synergistic?
Both flowers and precious metals originate from nature! Just like the gorgeous floral colors and blossoms in nature that we all should “stop and smell” or admire, jewelry is something so distinctive in every person's style that it deserves a second look. And of course, gold comes from the earth, just like flowers do.
Top and above: Brittany Asch of Brrch Floral, a Los Angeles based florist endorsed by the NY Times, Vogue, and Martha Stewart, created a towering floral sculpture while wearing the Guzema Space collection in 18k gold.
