HIGH SHINE: Demi-fine jewelry brand Monica Vinader has tapped British singer-songwriter Sienna Spiro as the face of its latest campaign, which launches globally on Monday.
“Sienna brings a depth to her work that immediately resonated with us,” said Vinader, cofounder and artistic director, adding that Spiro embodies the brand’s values of “confidence, integrity and self-expression.”
Throughout the campaign Spiro, who is known for her deep, soulful voice, wears pieces from Vinader’s Infinity collections, and other pieces engraved with lyrics from her song “You Stole the Show.”
The engraved pieces are meant to spotlight the brand’s in-store personalization services and focus on craft and self-expression.
Sienna Spiro stars in Monica Vinader‘s latest campaign.
Spiro is a nominee for the Brit Awards 2026 Critics’ Choice. Her latest single, “Die on This Hill,” was a breakthrough hit, and reached the top 10 on the U.K. singles chart after it was released last October.
She is also no stranger to sparkle. She’s a daughter of Glenn Spiro, the London-based artisan jeweler and precious stones expert whose office and showroom are in Mayfair.
Spiro described Monica Vinader’s jewelry as “timeless, effortless and elegant — everything I look for in a perfect piece.”
The brand’s new chief executive officer, Sebastian Picardo, said Spiro’s “creativity and authenticity reflect those for whom we design: expressive, independent and confident in who they are.”
The campaign is the first since Picardo joined the company last year.
Sebastian Picardo
Courtesy
As reported, Picardo was named CEO last fall, succeeding cofounders and sisters Monica and Gaby Vinader.
He was most recently president and CEO of Holt Renfrew, and has previously held management roles at retailers and brands including Lane Crawford, Burberry, Net-a-porter and Alexander McQueen.
At the time, Picardo said he was joining Monica Vinader at a pivotal moment. “The brand has redefined modern luxury jewelry with creativity, craftsmanship and sustainable leadership, but we are only just beginning,” he said.
