#BTS The Newest Collection
Before lockdown—and everything changed—we had one last photoshoot for a collection we had every intention of launching last Spring. We've spent the last 6 months riding the Covid wave like every one else. While as a society we're not in the clear...we're ready to put something new out there.
Here's a behind the scenes peek of this very special shoot that took place the day before the world shut down.
Well, we can't believe it's finally here. It both feels like yesterday—and a million years ago—that team AGJ was altogether for what would be our last official photo shoot for who knows how long. Photoshoots are high-stakes for a small business like ours that require so much planning and effort. We always feel a sense of pride because they are days full of nothing but laughter, camaraderie + synergy.
It was the middle of March. An oddly humid and stormy day in LA. We were holed up at a house in the hills of West Hollywood on what would turn out to be the last day before California shut down because of Covid...Ariel hasn't returned to LA since March!
We had plans to launch our new collection last Spring, using pics from this incredible shoot (working with the talented Emma Feil behind the camera and Alex Budman on video), but when shelter-in-place hit, things got weird. It felt tone-deaf to launch a jewelry collection during our collective sadness and fear. After all, we had no idea what was going to happen, what anything was going to look like, and what a ride we were all in for.
So, here are some behind-the-scenes shots from what was in fact a simpler time. Our last time together (before masks or social distancing), and a pretty happy set that makes us long for normal days ahead. But for now, these happy memories will have to do. And, at long last, the all new AGJ you've been waiting for. We think it was worth the wait.
It both feels like yesterday—and a million years ago—that team AGJ was altogether for what would be our last (and only) official photo shoot of 2020.
Here's what it looked like before we got to the shoot. Putting together racks and racks of clothes for the models, organizing everything on a shot list, tireless AGJ ladies rolling said racks through the streets of downtown LA. Teamwork makes the dream work and these ladies always deliver.
When shelter-in-place hit, things got weird. It felt tone-deaf to launch a jewelry collection during our collective sadness and fear. After all, we had no idea what was going to happen, what anything was going to look like, and what a ride we were all in for.
Some snaps of the content we got that day, including a fun 'How to Layer' video. It's always fun playing around with new goodies: colorful enamel rings, mini versions of a few of your favorites, and banger pieces you'll be obsessed with.
The stunning Sydney Schafer was on set too, killing it in front of the camera.
It was a long day of playing around with all of the new goodies: colorful enamel rings, mini versions of a few of your favorites, and banger pieces you'll be obsessed with.
Letting loose on set and the happiest happy face sweater we're still dreaming about. Apropos of what was to come.
All this is to say that...we're living in a time with no roadmaps. Like you, we're doing our best to stay healthy and in good spirits. We're super grateful that we've been able to not only stay afloat but also grow as a company during these wild times. The pieces we bring to market are all planned months in advance. We make our jewelry to shine a bit of positivity and light to your day, to commemorate those you love or a special occasion in your life. We hope these new pieces can bring a smile to your face, wherever you are, hunkered down or helping others.
...And just as the storm cleared, the view from the house where we were shooting. Looking forward to clear skies ahead again.