LONDON, UK - Luxe&Co, the creative and design agency that is a sister company of SheerLuxe - the UK's leading fashion and lifestyle publisher - has partnered with British B-Corp jewellery brand Heavenly London on a first-of-its-kind AI shoot to showcase their new 'Afterlight' collection.

In 2022, SheerLuxe's founder Georgie Coleridge Cole launched Luxe&Co, a branding and creative agency that leverages SheerLuxe's deep expertise in what is aspirational, relevant, and commercially effective. Specialising in branding, web, creative and social campaigns, and strategy, Luxe&Co's latest project delivers an innovative marketing campaign for Heavenly London, utilising modern AI technology.

The campaign included real photography - captured by a physical production crew, creative director and jewellery shot at various angles. Real people were used to capture the right light, angles and fluidity. AI then expanded the campaign to provide multiple AI-generated models to create variations across the assets, allowing for full usage for all and any marketing purposes.

Usage rights often lead to prohibitive costs for small brands, creating barriers to entry. Whilst individual product shots taken by a human team ensured consistency throughout the campaign, AI-generated additional shots would have incurred an additional fee for Heavenly London.

This poses an interesting debate about how AI can help smaller businesses compete with larger brands and bigger budgets. Heavenly London was founded in 1993 and its ethos remains the same today as it was then: to create imitation and sustainable diamond alternatives that are accessible to all.

The 'Afterlight' collection, a reflection of the glow that lingers after sunset, draws its inspiration from the late 1930s into the 1940s: the moodier, sultrier sibling to Art Deco. Loosely influenced by post-Deco modernist jewellery, the collection channels the spirit of early Elsa Peretti and Suzanne Belperron but with a contemporary twist. Luxe&Co and Heavenly London's innovative approach to this campaign highlights the positive potential for the evolution of technology to enable faster growth in a highly competitive marketplace.

The marketing mix has pivoted from traditional bi-annual ad campaigns to an always-on, social-first approach requiring constantly refreshed assets. Luxe&Co is positioned to continue setting the pace for what modern design agencies can and should be. SheerLuxe founder and CEO, Georgie Coleridge Cole, said:

"Like everyone, we're both curious and a little nervous about what the future with AI holds. But it's exciting to see how it can be harnessed positively, giving smaller businesses without huge budgets the opportunity to compete in a cost-effective way. Social media's 'always-on' demands require enormous time and resource, which can be a real challenge for small teams. AI has the potential to help level that playing field."

Maddy Sangster, Creative Director of Heavenly London, said:

"From the very beginning, Heavenly London has been about challenging traditions and finding kinder, more innovative ways to create beautiful jewellery. Working with Luxe&Co on this campaign has shown us how AI can be used thoughtfully -- not to replace creativity, but to expand it. For a small, independent brand like ours, it means we can reach more people, and still stay true to our values."

SheerLuxe, Luxe&Co's parent company, was originally launched in 2007 by Georgie Coleridge Cole as a directory of online retailers. Since then, SheerLuxe has evolved to become the leading digital fashion and lifestyle publisher in the UK. Think of it as a cooler, in the-know friend, updating readers with news, views, edits, and opinions on all things relevant and desirable for the modern woman - from fashion and beauty to careers and travel. In 2022, SheerLuxe founder Georgie Coleridge Cole launched Luxe&Co, a next-generation branding and creative agency.

Drawing on SheerLuxe's expertise in identifying what is aspirational, relevant, and commercially successful, Luxe&Co offers a full suite of services including creative direction, brand identity, website design, product development, social media strategy, and campaign execution. Combining data-driven insights with bold creative vision, Luxe&Co delivers high-impact marketing solutions for brands seeking to elevate their presence and performance. The agency's growing client roster includes Heavenly London, The Diamond Store, Therapie Clinics, Ca' Pietra, Nadine Merabi, De Savary, Dr. David Jack, The Head Plan, and Russell & Bromley.

Heavenly London is a second-generation, female-founded jewellery house reimagining the world of fine jewellery with an ethical, modern twist. Founded at the kitchen table and now proudly a Certified B Corp, Heavenly London specialises in lab-grown diamonds, moissanite, and other diamond alternatives set in recycled precious metals. Each piece is designed in London and hand-finished by master jewellers, combining vintage-inspired design with a quietly iconic, fashion-forward edge. Heavenly London creates jewellery that is kind-not-mined, offering timeless pieces designed to be worn every day.

Media Contact

Emily Ferguson

emilyferguson@sheerluxe.com