Byline: Lisa Lockwood

NEW YORK — Harry Winston Inc., the luxury jewelry firm, has named Laspata/DeCaro to create its first branded ad campaign.
Laspata/DeCaro will work with Winston’s marketing team and chairman Ronald Winston on brand development, collateral materials, packaging and graphic design, as well as corporate identity. The agency was selected from a field of finalists that included Shahid & Co., Lipman, Richmond, Greene, and Gotham Inc.
Previous Winston ad campaigns were handled in-house.
“We’re taking a lifestyle approach,” said Charles DeCaro, partner in Laspata/DeCaro. “It will be much more image-driven than in the past. We’re in the process of signing one of the ubermodels.”
He declined to give a hint about which model it might be, but said one is expected to be signed this week. The ads will be photographed by Rocco Laspata.
Harry Winston, whose retail volume is estimated to be slightly over $100 million, has a media budget of $4 million to $5 million for the year. Print ads will break in the October issues of women’s fashion and lifestyle magazines.