Jessica Alba makes fine jewelry an everyday gifting choice

Gabriel & Co. launched its first celebrity endorsement campaign with Jessica Alba on May 27, 2026, and the timing sharpened a simple idea: fine jewelry does not need to wait for anniversaries, proposals or black-tie nights. The campaign, titled That’s Love, Perfected, was set in New York City and built around intimate everyday moments, pushing the brand’s polished pieces toward the kind of daily wear that makes gifting feel more personal and less ceremonial.

Alba’s role gives that shift its clearest argument. The brand chose her, Dominick Gabriel said, because she reflects its values of intention, transparency and love, and Alba has long treated jewelry as something that carries meaning as much as style. Her layering approach, especially with Gabriel & Co.’s Bujukan bangles, makes the case for a smarter kind of gift buy: pieces that can be worn alone, stacked together, and added to over time. That is the useful trick here. A single bracelet can mark a moment, but a second or third piece turns the first into a living set, which makes shared jewelry purchases feel less like a splurge and more like a plan.

The company’s own history adds weight to that strategy. Jack Gabriel and Dominick Gabriel founded Gabriel & Co. in New York City in 1989, and the family-owned business has spent decades building around collections meant to be worn rather than kept in reserve. Bujukan is one of its signature lines, inspired by the Balinese art of persuasion and centered on gold spheres that the brand says symbolize infinity, individuality, strength, movement and enduring love. The collection was designed to be layered naturally and mixed instinctively, which is exactly why it works in a campaign about jewelry for errands, dates, events and the rest of real life.

The partnership was celebrated during Las Vegas Jewelry Market Week at The Wynn, where Gabriel & Co. gathered retailers, press and friends of the brand around the launch. That setting fit the message: fine jewelry is no longer being framed only as a milestone purchase, but as something with enough ease and flexibility to become an everyday gift that still feels special.