Gabriel & Co. names Jessica Alba for first celebrity campaign

Jessica Alba has become the face of Gabriel & Co.’s first celebrity campaign, a move that tries to make fine jewelry feel less like a special-occasion reward and more like part of the daily uniform. The campaign, built around the theme Love, Perfected, places Alba in intimate New York City scenes and pairs her with pieces meant to move from ordinary moments to major milestones.

That choice matters for Gabriel & Co., a New York-based, family-owned jewelry house founded in 1989 by brothers Jack and Dominick Gabriel. The brand has long leaned on bridal and fashion jewelry rather than headline-grabbing celebrity ties, so bringing in Alba signals a sharper consumer-facing push. It also gives the company a new way to talk about the parts of jewelry that matter beyond image: craftsmanship, responsibly sourced gemstones and conflict-free diamonds verified by GIA.

Dominick Gabriel, the company’s chief design officer and co-founder, said Alba reflects the brand’s core values of intention, transparency and love, and the pairing makes sense on paper as well as in styling terms. Alba carries the kind of crossover recognition that bridges red carpet, entrepreneurship and mainstream lifestyle appeal, while Gabriel & Co. is positioning its work as wearable enough for the school run, the office and dinner out. The creative emphasis on quiet, everyday settings is the point. It suggests polish without stiffness, and jewelry that is meant to be lived in, not merely displayed.

The campaign launched on May 27, 2026, and trade attention followed around Las Vegas Jewelry Market Week and JCK, where the rollout was spotlighted with an event in Las Vegas. That timing underlines how seriously Gabriel & Co. is treating the campaign as more than branding; it is an attempt to widen the brand’s audience without losing the reassuring language of family ownership and careful sourcing.

For celebrity-backed fine jewelry, the real test is whether the partnership feels attainable once the flash of the campaign fades. Gabriel & Co. is betting that Alba’s recognition, paired with New York-set imagery and a heritage rooted in bridal and fashion jewelry, can make the answer yes.