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Peter Thomas Roth must really love his wife.

On Nov. 19, Noreen Donovan Roth’s birthday, he surprised his spouse with a national ad campaign featuring a recent photo of her.

“He handed it to me at dinner on my birthday and I said, ‘What is this?’” recalled Donovan Roth, who acts as managing director for Peter Thomas Roth. “I don’t know how he pulled it off because the marketing department reports to me.”

The ads are set to run in Allure, Glamour and Vogue in February.

“[Being in the ads is not a] role I’m used to playing,” she added. “But in reality I am involved with creating every product. There is credibility in there. Also, I am what our customer is: I’m a mom to a couple of kids, I’m a busy housewife, and I work full time.”

The photo also will showcase a pair of earrings from Thomas Roth’s latest endeavor, a fine jewelry line called Peter Thomas Roth Jewelry. The products launch at the end of the month.

“My father was in the jewelry business,” he said. “This is my passion and the retail environment is kind of ripe for it. I was looking to have a recognizable design so when you wear a ring you can pick it out [from an array of brands].”

To that end, the collection will include 400 stockkeeping units and will be sold on peterthomasrothjewelry.com.

Additionally, Thomas Roth will unveil another ad in March in Elle, InStyle, Marie Claire and Women’s Health featuring his significant other wearing a pair of Peter Thomas Roth earrings with the company’s newest launch Cucumber Eye Cubes.

“I just thought she looked so good,” said Thomas Roth, “even if it is a biased opinion.”

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