Gabriel & Co. launches first celebrity campaign with Jessica Alba

A $700 Bujukan sterling silver bangle and a $1,275 sterling silver-and-14K yellow gold link necklace now sit at the center of Gabriel & Co.’s first celebrity campaign, a move designed to make meaningful jewelry feel less bridal-only and more like part of the everyday wardrobe. Jessica Alba is the face of the effort, which the New York house titled “That’s Love, Perfected” and shot in New York City around intimate, lived-in moments rather than red-carpet flash.

The positioning matters. Gabriel & Co. is leaning on Alba to translate star power into trust, not just attention, and the brand is framing the partnership around intention, transparency, love, authenticity and self-expression. Alba, in turn, is being used to underscore a simple argument: jewelry should matter for what it represents, not only for how it looks. That message is especially pointed for a label long associated with bridal and fashion fine jewelry, where emotional language can easily blur into marketing gloss.

Gabriel & Co.’s credibility push rests on specifics. The company says its jewelry uses responsibly sourced gemstones and GIA-verified conflict-free diamonds, and that each piece carries a unique serial number plus a digital Certificate of Authenticity. It also says it launched a Recycled Gold Initiative in 2023, a detail that gives the sustainability story more substance than the vague “eco-conscious” language that often accompanies jewelry launches. Those are the details that will matter most to shoppers deciding whether meaningful jewelry is an idea or a standard.

The brand’s own history gives the campaign another layer. Gabriel & Co. says it was founded in 1989 by brothers Jack and Dominick Gabriel, with family roots tracing back to Lebanon and to their father, Elias Gabriel, a jeweler. The family relocated to the United States in 1983, and the company says it has spent more than 35 years building a business that pairs craftsmanship with philanthropy. Dominick Gabriel, now co-founder and chief design officer, said Alba’s authenticity and grace align with the company’s vision.

On the campaign page, Gabriel & Co. has already tied Alba to the Bujukan collection, listing pieces that range from the $1,050 interlocking circle door knocker stud earrings to a $1,400 station bangle. That pricing places the line in the accessible luxury lane, not the high-jewelry stratosphere, which is exactly where celebrity campaigns can widen the market. If the campaign works, it will not be because Alba simply adds polish. It will be because Gabriel & Co. can make its materials, sourcing claims and design story feel as personal as the moments the jewelry is meant to mark.