Saint Valentine has tapped model and advocate Jesinta Franklin as the face of its Mother’s Day campaign, which also marks a significant expansion of the brand’s beloved MUM Collection. The campaign arrives as the Australian jewelry house celebrates its own tenth anniversary — a milestone that has prompted founder Michelle Larrocca to reflect on the evolution of a brand built not on seasonal trends but on the emotional weight of the pieces themselves.
The new campaign imagery, shot by Australian photographer Georgie Wileman, captures Franklin at home with her children in a series of candid, natural-light portraits that feel a world away from the polished artifice of traditional jewelry advertising. Franklin wears pieces from the expanded collection, which now includes pendant necklaces, signet rings, and a fine chain bracelet featuring the same sculptural letter motif. The campaign’s domestic setting and Franklin’s relaxed demeanor reinforce the collection’s core proposition: that the most meaningful jewelry is the kind you never take off, the kind that becomes part of the texture of daily life.
For Saint Valentine, the partnership with Franklin represents a deepening of the brand’s identity as a maker of commemorative jewelry that prioritizes sentiment over status. Franklin — who has spoken publicly about her own journey through motherhood, mental health, and career — brings an authenticity that aligns with the brand’s understated, word-of-mouth marketing approach. There are no billboards, no sponsored posts from influencers who have never worn the pieces; the campaign lives primarily through Franklin’s own channels and a dedicated microsite on Saint Valentine’s e-commerce platform.
The expansion of the MUM Collection also reflects a broader trend in fine jewelry: the rise of the personalization economy. Consumers are increasingly seeking pieces that carry specific meaning — initials, dates, names, symbols — over generic luxury goods. Saint Valentine has threaded this needle by making the message legible to the wearer while keeping the design abstract enough to function as a fashion accessory. It is a balance that has proved commercially potent: the MUM Bracelet has become the brand’s signature piece, driving a loyal customer base that returns for new iterations and variations.
The MUM Bracelet, now a six-time sellout, established the collection’s design language with bold, undulating letterforms linked by hand to spell out ‘mum’ in a continuous, flowing pattern. Each bracelet is fabricated in gold vermeil or sterling silver, with the letters forming a subtle visual motif that reads as abstract ornamentation before revealing its meaning on closer inspection. The design was born from one of life’s most universal milestones — becoming a mother — and has since been adopted by mothers, daughters, and maternal figures who recognize themselves in its message.
