Jared Jewelers is redefining and modernizing itself, beginning with its summer 2025 campaign themed “Love Highway,” directed by advertising and creative guru David Lipman.

The campaign, which kicks off this week, stars model Taylor Hill and her husband Daniel Fryer, a venture capitalist and private equity executive.

The campaign depicts “a real, pure relationship” between a man and a woman away on a road trip that winds up in the West, Lipman said. Shot to a large extent at the Four Aces retro movie set in the Mojave Desert, where David Lynch’s “Twin Peaks” was also shot.

The campaign is framed by iconic Americana backdrops like neon-lit diners, open highways and red rock canyons and features several of Jared’s elevated yet wearable silhouettes layered together — including sleek gold forms, organic diamond details and modern heirlooms.

“The intent is to lift Jared up, make it more relevant, au courant, so it’s not just speaking as a retailer, but giving it a brand expression for women and men of today,” Lipman said. “The codes and the DNA stay intact, while giving Jared a strong brand voice and never losing the jeweler within.”

While the image is being modernized, Jared continues to be an “accessible luxury” brand.

The campaign “really talks to a modern American woman,” who is not just receiving diamonds on those singular moments in life, like an engagement or a birthday, but also purchases for herself, Lipman said.

“Love Highway is a reflection of who we are as a brand and the direction we’re intentionally heading,” Jared president Claudia Cividino said in a prepared statement. “We understand that today’s consumers are looking for more than just beautiful jewelry; they want meaning, authenticity and emotional connection. This work captures all of that. It represents our commitment to storytelling that feels real and relevant, jewelry that holds significance and a luxury experience that’s emotionally grounded and accessible.

“As we continue to evolve, we’re embracing a more intimate and personal lens, one that reflects the individuality and style of the people we serve,” Cividino said. “This campaign is a celebration of love in all its forms, and of the journey each person takes to express and honor it.”

Jared’s Love Highway campaign will continue at least through the fall. The campaign also unveils a new tag line, “Jared. Your Journey,” which according to a statement from the brand evokes life’s journeys and the ways jewelry can celebrate and mark milestones along the way.

“With Love Highway, we wanted to convey intimacy and layered storytelling in a way that aligns with how today’s consumers experience love, self-expression and style,” Lipman said. “This moment is about more than just aesthetics. It’s about emotional connection.”

Jared, a division of Signet Jewelers, is striving to increase its relevancy to today’s customers in other ways as well.

In December, Cividino told WWD that Jared stores are being renovated, lightened up and elevated with new product displayed in freestanding vitrines to encourage closer, side-by-side interactions between associates and shoppers discovering the jewelry. Those traditional, extended glass vitrines that create more of a separation between shoppers and staff are being replaced, and the color palettes of store interiors are changing from dark brown to tourmaline, sunstone and topaz. There’s also an updated, shorter, scripted logo that reads Jared Jewelers, which replaces the rather long-in-tooth Jared the Galleria nameplate, among other changes.

“We’ve placed such an emphasis on creating a sense of intimacy,” Cividino said. “We are evolving our way of selling to be more modern.”