Laings are delighted to launch their summer campaign as they re-open stores across the UK. Taking inspiration from the ‘promise of forever’ that a diamond makes Laings are looking at how they can commit to a more sustainable future, extending this sparkling vow.

Laings have launched a contemporary summer campaign to mark the changing of the seasons and to celebrate the re-opening of their stores. Showcasing an exquisite selection of diamond jewellery, the luxury jewellers have been enthused by what the magnificent gemstones symbolise, and the in-house team developed a vibrant campaign with an important message.


Inspired by their seasonal photoshoot of blossoming flowers, the window campaign gave Laings the opportunity to advance its commitment to move towards a more sustainable way of working. The campaign features thousands of flowers, all made from 100% recycled paper. The petals are all individual hearts, the international symbol of love and care, to show how we must extend these sentiments to the world around us. 

The canopies of flowers represent the blossoming magic of nature that should stop and be admired. The climbing nature of the display demonstrates the power of our planet as we grow towards a more sustainable future and can be seen in Laings six store UK wide.

With an array of classic diamond pieces, from earrings to pendants, Laings understand the timeless appeal of the elegant jewellery. Diamond-line bracelets and delicate drop earrings are items to be cherished for generations, while enchanting engagement rings mark the next step on your journey.


Sally Alobaidi, Head of Marketing, added: “Sustainability is a topic that is important to Laings. The everlasting nature of diamonds motivated us to look at our summer campaign from a different angle. I am incredibly proud of the team for creating a modern and contemporary campaign that invests in our planet.

“Many of our materials, including our catalogues and receipt wallets, are already made from 100% recycled material. We want to take this to the next level, and over the coming year we will be building a plan to ensure that we are using recyclable materials as much as possible, as well as working on other projects to promote sustainability.”

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