They’re the smiling faces in advertising campaigns and dotted across social media channels, but how effective are jewellery brand ambassadors? Kathryn Bishop speaks to marketing experts about the effectiveness of ambassadors, and hears from the brand themselves about choosing the right ambassador and the rise of social influencers.

As this article was written, Thomas Sabo announced a new UK ambassador – the former Saturday’s singer Frankie Bridge. 

A mother, wife, young and fashion-forward, Frankie fits the brief of a sophisticated and elegant girl next door – a familiar alternative to Thomas Sabo’s sultry and pouting global ambassador, high-fashion model Georgia May Jagger.

Two different women, one brand, and yet new and existing customers will be wooed by each. A clever tactic by Thomas Sabo, but not the first or last time such carefully planned global and local ambassadorships have existed.

So what is the appeal of an ambassador, and why do they remain so important to jewellery brands? “We all admire sporting heroes, actors and models alike as we – in some small way based on vanity, perhaps – hope to share the same traits, style or aspirations as those carefully-selected brand ambassadors,” states Daniel Todaro of marketing agency Gekko, who has written and advised on the subject of brand ambassadors. “Armani, Chanel or Dior wouldn’t employee the support of Chris Pine, Kiera Knightly or Charlize Theron to be the face of global campaigns without solid validation.”


Laura Whitmore for Daisy London

Actresses and models fronting jewellery campaigns remains rife, and high-profile names can be particularly expensive – Endless Jewelry founder Jesper Nielsen was never shy about the brand’s major investment to secure Jennifer Lopez as a brand ambassador and collaborator.

Nevertheless, in recent months Kiera Knightly has been revealed as the face of Chanel Fine Jewellery, supermodel Karlie Kloss replaced Miranda Kerr as the global ambassador for Swarovski and Tess Daly renewed her partnership with Pandora in the UK. And in a first for the company, Britain’s prestigious fine jewellery retailer Mappin & Webb announced model and actress Gabriella Wilde as its ambassador. ..

Read in full in Professional Jeweller’s October issue