Jewellery Brand Garrard Celebrates Heritage and Design for Latest Collection

Luxury Royal jeweller Garrard has launched a campaign for its new 'Wings Rising' collection, which debuts a new identity for the brand’s iconic Wings motif and celebrates 20 years of the design, with creative studio Who Wot Why and celebrity photographer Matt Holyoak. 

Who Wot Why won the business in a five-way pitch, coming up with the winning name and creative platform for the collection. The idea is born from the recognition that now, more than ever, we prefer to choose and buy jewellery for ourselves and wearing statement pieces is empowering. This is summed up with the idea of 'Wings Rising' – to live and fly by our own Wings. 

Founded in London in 1735, Garrard is the longest serving jeweller in the world. The brand was the first official crown jeweller for the UK, having supplied jewels for Queen Victoria herself and was charged with the upkeep of the British crown jewels from 1843 to 2007. 

The campaign runs across online films, digital, social, in-store and out of home. Each touchpoint tells the story of inner strength, independence and free spirit – attributes in all of us today – coming to life through the power of Wings. The protagonist makes iconic wing poses high above the London skyline, which puts the capital back at the heart of Garrard London and heroes its strong heritage in the city. 

Conceived by Garrard’s all-female design team, the 'Wings Rising' collection is a powerful reminder that with wings, you are empowered. 

The campaign was shot by celebrity photographer, Matt Holyoak, whose clients include Jessica Chastain, Jodie Comer and Helena Bonham Carter among others, as well as The Royal Family. Holyoak shot HM Queen Elizabeth II and HRH Prince Philip, Duke of Edinburgh’s significant final portraits before the Duke’s death in 2021. 

Sean Thompson, ECD and co-founder at Who Wot Why said of the campaign, “Garrard is driven to break away from traditions and make jewellery relevant to the 21st Century. Our idea is born from the truth that statement jewellery is empowering. Naming the collection 'Wings Rising' and presenting a woman high above the London skyline, making her own wings, along with working with a brilliant London fashion photographer, made our creative hearts soar.” 

Sara Prentice, creative director at Garrard said, “Wings Rising honours the women who inspire our designs: strong, successful, independent women who live and fly by their own Wings. I wanted to work with Who Wot Why because they just got us and understood my design philosophy from the beginning.” 

The collection and the campaign launches on 25th September in the UK, and 27th September in the Middle East.