Last Updated on: 23rd September 2025, 06:27 pm
British B-Corp jewellery brand Heavenly London has joined forces with Luxe&Co, the creative agency sister company of SheerLuxe, to unveil its ‘Afterlight’ collection through an innovative campaign combining traditional photography and AI technology.
Founded in 2022 by SheerLuxe’s Georgie Coleridge Cole, Luxe&Co has quickly established itself as a creative agency specialising in brand strategy, design, social media and digital campaigns. For Heavenly London, Luxe&Co developed a hybrid process that used both a live production team and advanced AI to maximise the creative output.
The campaign was shot by a crew with real models to ensure natural light and authentic detail. AI was then introduced to expand the imagery, producing a variety of model shots and campaign assets to provide the brand with broader marketing flexibility without prohibitive licensing costs.
For smaller independent brands, usage rights can represent a significant financial barrier. By integrating AI, Heavenly London gained an expanded library of content while ensuring consistency across human-led product photography.
Founded in 1993, Heavenly London has always maintained its mission to offer imitation and sustainable diamond alternatives that remain accessible to a wide audience. The new ‘Afterlight’ collection, inspired by the glamour of the late 1930s and 1940s, offers a contemporary reinterpretation of modernist jewellery design.
Georgie Coleridge Cole, SheerLuxe’s founder and CEO, commented:
“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.”
