NEW FACE: Looking to capture a younger audience, Judith Ripka has signed contemporary designer Shoshanna Lonstein Gruss to model in the jewelry brand’s upcoming ad campaign.
“It was such a fun day,” Lonstein Gruss said backstage at the Tents on Tuesday afternoon. “As a designer, I’m not used to being a model, but it was really fun for me.”
Lonstein Gruss landed the gig after being a dedicated Judith Ripka customer.
“We needed to get younger and we saw Shoshanna as that ideal girl,” said Ron Berk, chief executive officer at Ripka. “We want the brand to be seen as a line which can be carried from day-to-evening, which Shoshanna does on her own with the jewelry, so for us it was a perfect match.”
While Judith Ripka has done advertising campaigns in the past, this is the first time they used a recognizable face.
“Shoshanna made work fun for us,” Berk said. “It doesn’t get any better than that.”
Up next, Lonstein Gruss hinted that there would be more to come from this collaboration.
“We are working on lots of ideas,” she said without giving much of anything away.