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Akron, OH--Jared Jewelers has launched its Summer 2025 campaign, "Love Highway," featuring supermodel Taylor Hill and her husband, Daniel Fryer. Directed by David Lipman, the campaign marks a shift in the brand's direction, targeting a younger audience with a focus on emotional connection and personal style.

[Image by Jared Jewelers via Business Wire]

Set against the backdrop of the American Southwest, the campaign utilizes locations such as highways, diners, and canyons to depict a couple's journey. According to the release, it moves away from traditional luxury imagery in favor of a more personal and narrative-driven approach.

"This is a statement of who we are and where we're headed as a brand," said Claudia Cividino, President of Jared Jewelers, as per the news release. "We're redefining what meaningful, accessible luxury looks like for today's style-driven audience."

The use of Hill and Fryer's real-life relationship is intended to lend authenticity to the visuals. The campaign focuses on small, shared moments rather than staged romance.

The jewelry collection shown features layered gold designs, diamond accents, and pieces that blend style with everyday wear. As per the release, Jared positions this as part of a broader strategy to appeal to consumers who prioritize meaning as much as design.

Check out the news release here on Business Wire.