The Italian maison, a celebrated leader in the jewelry sector, is poised to unveil a dynamic multichannel communication campaign from the new island of Sindalah in the Red Sea, Saudi Arabia.
Georgina Rodriguez, a prominent figure in Saudi Arabia and the Arab world, as well as a longtime friend of the house who has worn Pasquale Bruni jewelry on numerous important occasions, will star in a robust communication campaign debuting across all Gulf countries. Initially scheduled to launch in strategic locations within Sindalah, including the National and International Airport, the campaign will subsequently be promoted through digital, print, and out-of-home advertising, extending to all countries where the brand is experiencing significant growth, including Qatar, Kuwait, Bahrain, the United Arab Emirates, and Saudi Arabia.
This choice was inspired by the brand’s previously established presence within the Sindalah Department Store, a partnership that will soon be further strengthened by the opening of a Pasquale Bruni mono-brand boutique as part of one of Neom's upcoming projects. Sindalah is not just a location; it embodies a moment in time and an unprecedented project, marking Neom’s first steps while signaling a new era of global tourism, where three continents intersect. A space where luxury increasingly transforms into unique adventures and experiences that transcend the ordinary. To inaugurate this momentous occasion, an exquisite two-day event will welcome 250 of the world’s most influential figures, offering them the opportunity to indulge in a curated selection of experiences as they explore the new island from October 23 to 25.
NEOM is the most significant project to be developed in the Gulf countries to date.
Eugenia Bruni, Creative Director of Pasquale Bruni, shares her thoughts on the collaboration: 'With Georgina, it was love at first sight. I was captivated by her personality, her passionate spirit, and above all, her big heart. She is a woman who loves, feels, and breathes our jewelry while conveying wonder, genuine emotions, and positive vibrations, embodying the essence of our creations.’
In the photos capturing her essence, Georgina Rodriguez interprets some of Pasquale Bruni’s most iconic collections, including Giardini Segreti Green Soul, featuring brilliant emeralds and sparkling white diamonds—exclusively created for the Arab market—as well as the Aleluià and Heart to Earth collections.
The campaign will include four distinct launch drops aligned with additional focal moments. In addition to this initial launch in October/November, a second moment will follow during the winter period of December/January, then during Ramadan, and finally in the summer, around May/June
“I am thrilled and excited to unveil this important campaign for which Eugenia chose me. It is a celebration that honors my authentic connection and years of love for Pasquale Bruni, creations that have felt like a part of me from the very first moment.” States Georgina Rodriguez