Shailene Woodley fronts HOWL Jewelry’s Home Sweet Home campaign
Shailene Woodley fronts HOWL Jewelry’s Home Sweet Home campaign, where the Frida collar’s 13 hand-carved pieces turn Miami Art Deco into a keepsake story.
Shailene Woodley has fronted HOWL Jewelry’s Home Sweet Home campaign, a rollout built around a collection that ties jewelry to comfort, memory and place. The visual language draws on Miami and Art Deco, with Miami Beach as the clearest reference point behind the collection’s geometry and polish. One highlighted piece, the Frida collar, is built from 13 hand-carved pieces and anchors the campaign’s most sculptural look.
HOWL’s own name sharpens that message. The brand spells out HOWL as Handle Only With Love on its website, a phrasing that turns the label into a sentiment and makes the home theme feel intentional rather than decorative. An Instagram repost introducing Woodley as the brand’s new face pushed the same idea: this is jewelry sold as an emotional marker, not just an accessory.
That framing matters because the strongest jewelry launches now often hinge on meaning, not only shine. Home Sweet Home reads like a collection for gifting, nesting, or marking a move, a partnership, or a reset, and Woodley gives the campaign a recognizable face without flattening it into simple celebrity dressing. The Frida collar, with its 13 separate carved elements, is the kind of necklace that makes design itself part of the story, especially when the Art Deco cues are tied to Miami Beach rather than left as vague inspiration.
HOWL’s pitch is straightforward: jewelry can carry a sense of shelter as easily as it can carry sparkle. By linking Woodley, Miami’s Art Deco reference points and a collar built from 13 hand-carved pieces, the brand has made Home Sweet Home feel like a personal emblem, the sort of object buyers keep close because it says something about where they are and what they value.
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