Photography: Advertising as an Art Form

September 9, 2020

By Olya Guseva

5 min read

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

In today’s world of fashion, Julia Hetta, a graduate of the prestigious Gerrit Rietveld Academie in Amsterdam, is one of the most exciting photographers. Already recognised and renowned for her particular trademarks – dark backgrounds, a picturesque quality and a refined Renaissance atmosphere – her romantic and serene images are usually shot in natural light and with a slow shutter speed, giving them a unique portrait-esque look. Unsurprisingly, in addition to fashion magazines such as Vogue Italia, British Vogue, AnOther and T Magazine, her enigmatic photographs are on display in museums and galleries across Europe. Gucci, Chaumet, Dior, Van Cleef & Arpels, Hermès and Louis Vuitton all feature as “exhibits” in her portfolio.

Julia Hetta shot Guccie's Marche des Merveilles jewellery campaing

The Renaissance-esque campaign for Gucci dark yet refined

In 2019, Julia created a series of photographs to accompany Chaumet's Autrement

A diamond tiara, worn as a hair jewel, captured by Julia to publicise Chaumet's Autrement

Julia Hetta for Chaumet

Julia Hetta for Chaumet

Julia shot Gucci's 2018 Timepieces and Jewellery campaign for Gucci, starring Chinese pop star Chris Lee

Julia shot Gucci's 2018 Timepieces and Jewellery campaign for Gucci, starring Chinese pop star Chris Lee

 The images evoke Flemish still-life paintings from the Dutch Golden Age

The images evoke Flemish still-life paintings from the Dutch Golden Age

 The portraits are rich with romance

The portraits are rich with romance

 Gucci's Le Marché des Merveilles jewels, as captured by Julia Hetta

Gucci's Le Marché des Merveilles jewels, as captured by Julia Hetta

Thomas Lagrange

Born and raised in France, Thomas Lagrange studied photography at the renowned California Center for the Arts, after which he began his advertising career and worked as an art director in Paris. Constantly shooting his own photographs, he quickly came to the attention of Vogue Hommes, and so began his active collaboration with fashion magazines. Since then, Thomas has worked for Vogue Paris, as well as German, Japanese, Russian and Chinese Vogue. He has also shot ad campaigns for jewellery brands such as Louis Vuitton, Chloe Fragrance, Miu Miu and Bally. The style of his photography is instantly recognisable thanks to his unexpected subjects and a courage that borders on irreverence. “The imaginary life that I come up with for every object I shoot springs from the endlessly taut thread of my childhood,” Lagrange admits in one of his interviews, recalling women from the French countryside, where he spent his early years. “Their bags, their shoes and their lipstick were all weapons in their hands.”

Thomas Lagrange for Vogue Paris

Thomas Lagrange for Tatler Russia

Thomas Lagrange for Vogue Paris

Thomas Lagrange for Tatler Russia

A Thomas Lagrange jewellery shoot for Flair magazine

Thomas Lagrange for Tatler Russia

Thomas Lagrange for Vogue Paris

Thomas Lagrange works regularly for Vogue magazine

Thomas Lagrange works regularly for Vogue magazine

 A watch shoot by Thomas Lagrange

A watch shoot by Thomas Lagrange

 Thomas Lagrange for Vogue Paris

Thomas Lagrange for Vogue Paris

Matthew Shave

Matthew Shave is a renowned London photographer and filmmaker. His love of photography was sparked as a child when his father started taking family pictures with a Polaroid camera. He was soon fascinated by the magical process of photography, of waiting for the Polaroid to reveal itself fully in these instant images. Matthew studied graphic design at Exeter College of Art and then earned his MA from Central Saint Martin’s College of Art and Design. His ability to switch seamlessly between beauty, fashion and still-life photography has enabled him to shoot and direct advertising campaigns for many prestigious brands, with his work appearing regularly in luxury editorials around the world. Among his jewellery clients are big-brand names including Chanel, Chopard, David Morris, De Beers, Fabergé, Graff and Rolex.

Matthew Shave's work appears regularly in luxury editorials around the world

Matthew Shave for Tatler magazine

An editorial shoot by renowned London photographer and filmmaker Matthew Shave

Matthew Shave for Sunday Times Style

Matthew Shave for Tatler magazine

Matthew Shave for Graff

Matthew Shave for Graff

 Matthew Shave 'Something old, something new...'

Matthew Shave 'Something old, something new...'

 Matthew Shave 'Hard Rock'

Matthew Shave 'Hard Rock'

 Matthew Shave 'Diamond Geezer'

Matthew Shave 'Diamond Geezer'

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.

Emeralds: Simple Rules for Caring for Your Precious Stone

continue reading

Haute Couture 2025: The Unconventional Lines of the Vhernier Ardis High Jewellery Collection 

Let's take a closer look at the pieces that launched at Paris Haute Couture week, including the sculptural necklaces we simply couldn't leave without photographing.

by Sarah Jordan

Haute Couture 2025: The 70s Depths of the Piaget Shapes of Extraleganza High Jewellery Collection

Through the Piaget Society, a circle of artists, collectors and freethinkers, the Maison helped shape the cultural zeitgeist of the 1970s.

by Claire Roberts

Haute Couture Week 2025: The Gentle Flutter of Mikimoto Les Pétales High Jewellery

Let’s take a closer look at some of the aristocratic highlights of this latest Mikimoto offering…

by Sarah Jordan

Elevated Expression: Examining The Jade Dynasty Collection by Austy Lee

Austy Lee is someone we return to time and again here at KaterinaPerez.com, largely because the designer's work never fails to impress. Let's hear what he has to say on China's most emblematic mineral…

by Sarah Jordan

Haute Couture 2025: The Biggest High Jewellery Trends to Emerge from Paris 

Transformability was a recurring theme, as were bold uses of colour, sculptural silhouettes and rare gemstones with compelling stories. Here are the key trends that defined the 2025 high jewellery season.

by Joshua Hendren

Flower Power: The Uplifting Energy of Jewels in Full Bloom 

Florals have long been a favourite in fine jewellery, and they never lose their charm. This year’s Couture show in Las Vegas proved just how inventive floral jewellery can be, bursting with colour, craftsmanship, and imagination

by Hirshi Sujanti

You’ve Got the Moves: Kinetic Jewellery with Moving Elements

Sometimes, at the Couture Show, you encounter a trend that feels perfectly attuned to the times we’re living in. This year in Las Vegas, that trend was movement. Or, more precisely, moving elements that speak to that very human desire to keep our hands busy, our senses engaged, and our minds soothed.

by Claire Roberts

Verified in Vegas: The Biggest Jewellery Trends of the Couture Show 2025

The Couture Show presents a curated view of the best in craftsmanship, design, fresh ideas and originality, which is why it’s such a vital place to forecast the ‘next big thing’. Here’s what I have gleaned from this year’s State-side events

by Sarah Jordan

Instant Charm: Celebrating New Creations with Karina Choudhrie Jewels

Let's take a closer look at the latest pieces that have emerged from Karina's incredible imagination…

by Katerina Perez

Key Facts About Gold: An Ancient Symbol of Power and Luxury

In an age where digital currencies rise and fall, gold remains a universal symbol of stability, beauty, and lasting worth. It is worn on the skin, locked in vaults, and passed down through generations as a living legacy.

by Hirshi Sujanti

Little Legends: The History and Power of Pinky Rings

Pinky rings have long carried cultural weight - from Ancient Mesopotamian seals to Egyptian signets and Japanese kamon heirlooms. Today, the style is experiencing a resurgence, thanks to contemporary designers and a growing list of high-profile wearers, including Meghan Markle, Bruno Mars, Rihanna, Victoria Beckham, Bella Hadid and Emily Ratajkowski

by Joshua Hendren

Forever in Bloom: The Timeless Charm of Flowers in Jewellery

Flowers may fade in a vase, but flowers in jewellery—they bloom eternally

by Hirshi Sujanti

Latest Stories

Add articles and images to your favourites. Just

Epic Evolution:Miseno Launches the Arco Collection to Celebrate a Fabulous Decade

I am pleased to present to you my highlights of the new Arco High Jewellery collection, which was formally showcased to the jewellery world at Couture from June 4-8, 2025

by Katerina Perez

Jewels Katerina Perez Loves

Continue Reading

In Conversation:Discussing Paraiba - The Legacy of a Color

with Vogue Singapore

by Katerina Perez

Jewellery Insights straight to your inbox

Style Guide

By using this website, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.