Gabriel & Co. has launched its first celebrity endorsement campaign, featuring actress and entrepreneur Jessica Alba as the face of the jewellery brand.

The campaign marks a new marketing direction for the New York-based company, which said it selected Alba because her public image aligns with the brand’s focus on ‘intention, transparency and connection.’

Photographed across New York City, the campaign places Gabriel & Co. jewellery in everyday settings rather than traditional luxury-focused imagery. The creative concept centres on the company’s “Love, Perfected” brand message and philosophy, which it describes as a reflection of meaningful relationships and cherished milestones.

The campaign is designed to showcase jewellery as part of daily life as well as significant occasions, with imagery highlighting moments of connection and personal expression.

“Jessica brings an authenticity and grace that aligns seamlessly with our brand, making her the perfect choice to bring our vision to life,” says 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.”

Alba said the partnership was rooted in the personal meaning she associates with jewellery.

“Jewellery has always been such a personal expression for me, it’s not just about how something looks, but what it represents,” she says. “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.”

Founded in 1989 by brothers Jack and Dominick Gabriel, Gabriel & Co. said the campaign represents a milestone for the company as it seeks to broaden its reach and connect with new audiences through brand storytelling.