Heike Albertsmeier is a young goldsmith with a master craftsman certificate, who designs customary commissions as well as jewelry pieces in limited series under the brand name DiaRoxx. I’ve been hired to shoot the image pictures for the opening page of her new website and her artist photos. As Ms. Albertsmeier follows a traditional craft with a contemporary approach, the pictures had to combine a customary elegance with a fresh look. We wanted a sensitive and simultaneously empowering imagery, that focusses on the pieces directly while being imbedded in an informal setting.
DiaRoxx Jewelry shooting, Berlin 2017
In opposition to the otherwise often clean and cold display of jewelry, we were shooting outside with exclusively natural light. The close-ups with a limited depth of field highlight the features of the pieces, which were worn by the goldsmith herself. Showing different clothes and poses reflect that DiaRoxx Jewelry can be both worn for an elegant evening as well as a casual gathering.
DiaRoxx Jewelry shooting, Berlin 2017
Bright colors and a defined contrast add vitality and strength. The violet tone in the warm pictures connects to the brand’s house color and adds a strength to the otherwise sensible, almost vulnerable closeness to soft skin. Cold metal and gem stones suddenly appear warm and as a natural extension to the female body, to hair, throat lines and wrists.
DiaRoxx Jewelry shooting, Berlin 2017
Heike Albertsmeier’s artist pictures portrait her as the friendly, creative, and sincere goldsmith with a love for detail she is. Again, we picked a rather informal appearance over an established, but stiff imagery. She is active and vivid—much like her work!
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commercial / 2017
model, hair & make-up, jewelry design / Heike Albertsmeier
link / DiaRoxx Official Website