Behind the scenes of MOTHER – our 2025 Mother’s Day campaign
At Jade Jewellers, Mother’s Day isn’t just a celebration — it’s a story. A story told in quiet moments, shared smiles, and the sparkling pieces passed from one generation to the next. This year, we stepped in front of the camera ourselves to tell it.
Our 2025 campaign, titled MOTHER, is a heartfelt tribute to every kind of mum — and every version of motherhood. It’s personal. It’s real. And we are so excited to bring this story to life across multiple channels.
The campaign was rolled out through a full digital experience — including a beautifully curated digital magazine, a social media campaign, and an exclusive run of email campaigns for our subscriber community, (which you can subscribe to here) offering styling inspiration and thoughtful gift guides.
A family affair
This year’s campaign was especially close to our hearts, featuring three generations of our own family: Laurene, Erin, and little Henry. It was a true celebration of motherhood in all its forms, inspired by the very roles we live every day — nurturer, guide, professional, protector, partner, and friend.
Rather than chasing perfection, we embraced authenticity — capturing the beauty of real connection, heartfelt moments, and the enduring bond between generations.
We also explored eight different archetypes of modern motherhood:
- The Active Mum, energetic yet refined
- The Creative Mum, vibrant and full of colour
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The Career Mum, balancing ambition with love
- The Sentimental Mum, the keeper of treasured moments
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The Social Mum, the heart of every gathering
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The Classic Mum, drawn to pearls and timeless elegance
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The Centred Mum, grounded in mindfulness and calm
- The New Mum, navigating the beautiful chaos of early days
Showcasing the many faces of motherhood: the new mum, navigating the beautiful chaos of early days; the classic mum, who might be drawn to pearls and timeless elegance; the creative mum, vibrant and full of colour; and the career mum, gracefully balancing ambition with love.
The creative vision
From the outset, our vision for MOTHER was to create something intimate and real — a campaign that didn’t just showcase jewellery but shared the emotion behind it. We wanted softness, sincerity, and real connection.
We chose The Factory in Fortitude Valley for its natural light and earthy textures, styling each scene with warm linens, vintage details, and neutral clothing to let the jewellery — and the moments — shine.
The models, all part of the Jade family, brought a natural authenticity to every frame. From Henry’s small hands to candid conversations caught between takes, each shot reflected genuine emotion.
With golden winter light and purposeful styling, MOTHER became a tribute to quiet strength, everyday beauty, and the women who inspire us most.
The shoot day
10AM Arrival & Settling In
The team gathered at The Factory on a crisp autumn morning, arms full of props, pastries, and jewellery cases. With coffee in hand and the soft hum of setup in the background, we took a moment to connect, run through the plan, and soak in the excitement of what we were about to create.
10:15AM – 12:30PM: Capturing Every Kind of Mum
With coffee in hand and the morning light just right, we moved into the heart of the shoot — capturing the many faces of motherhood, each scene inspired by a different story.
We began with a moment especially close to our hearts: three generations together. Erin, Laurene, and little Henry outside against a concrete wall, wrapped in morning sun. Henry wrapped in Erin’s arms with Laurene close to them, this scene set the tone for the day: real, grounded, and deeply personal.
Throughout the day, we moved between indoor and outdoor locations to capture the best light and to frame each look with intention. From soft natural light streaming across concrete walls to the gentle shadows inside the boardroom, every setting was chosen to complement the mood and style of each scene.
We used a curated mix of props — from coffee cups and laptops to yoga mats and picnic setups — to help shape the tone of each visual story. Each space was styled with minimal, neutral layers, allowing the jewellery to speak for itself while still evoking the essence of modern motherhood.
This flexible, intuitive approach allowed us to capture a range of moments that felt both elevated and grounded — bringing the campaign’s vision to life with clarity and ease.
1:00PM – Wrap Up
As the camera clicked off and the jewellery was carefully packed away, we looked back on a morning full of real stories, shared laughter, and quiet beauty. MOTHER was no longer just an idea — it had come to life in the most meaningful way.
See the full collection
We’ve published MOTHER as a digital magazine, available to view online now. Inside, you’ll find our complete Mother’s Day edit — thoughtfully styled and photographed with love.