Photography: Advertising as an Art Form

There is a lot of competition in the jewellery industry, a market where the pieces are not only beautiful and stylish, but also symbols of social status. So, in order to communicate the message of their jewellery as quickly and effectively as possible, designers and brands turn to visual advertising as a means of pitching their products to their audience.

Photographing precious metals and gemstones is very tricky. Combine this task with having to convey a very specific message through the images and things become even more interesting. “Of course, creative photography is about getting the right angles, correctly placing the light and perfecting your techniques, but that’s not all. Behind each picture there is a specific idea or thought, and working out how to convey that idea clearly in each of the shots, how to ‘saturate’ them with the desired mood and how to present the main subject at which the lens is directed in the best light – these are the challenges for the team of people involved in this exciting but laborious creative process,” says Katerina Perez, who regularly acts as a stylist and creative director for jewellery photography. Today, I want to introduce you to some of the photographers and brands who, in my opinion, have managed to achieve this balance perfectly, creating a signature look that is extremely alluring and instantly recognisable as their own.

Julia Hetta

Thomas Lagrange

Matthew Shave

You can see for yourself how photography is able to create the mood of a piece of jewellery. Research shows that we receive between 80% and 90% of our information visually, which is why, even in this era of selfies and Instagram, the singularly unique and original work of photographers with a clear creative vision remains as vital as ever.