CD Peacock jewelry company rebrand advertising marketing agency

CD Peacock Makes History With New Rebrand

The nearly 200-year-old family-owned jewelry business CD Peacock begins a progressive chapter built upon their history of providing Chicago with the finest jewelry and watches since 1837. The “Make History” rebrand campaign showcases the new ways clients layer pieces in multi-brand looks that can be lived in, elevating their everyday lives.

“We are thrilled to bring CD Peacock into the future with a refresh of everything from stores to our lineup of jewelry with a celebration of how Chicagoans make history daily with individual greatness and style,”says
Chelsea Holtzman Lawrence, Vice President of Marketing.

The multi-faceted effort to drive awareness came together as CD Peacock worked with luxury branding agency Lombardo and renowned photographer Richard Phibbs to sculpt a visual narrative that captures the house of brand’s incredible range of fine jewelry and watches.

Photographed and filmed at iconic Wrigley Field, the campaign celebrates the brand’s shared history with that of Chicago—both founded in 1837—while the breakthrough images are designed to resonate with modern jewelry wearers.

The models cast in the campaign are representative of Chicago today and the future of the city. As the official jeweler of the Chicago Cubs, CD Peacock chose Wrigley Field as a setting for its unique character and how it presents a dramatic stage.

“People will see themselves reflected in the campaign,” says Chelsea. “Fine jewelry and watches are ways we celebrate life and loved ones every day, making our personal histories in those moments we feel exceptional, those times we treasure.”

Integral to bringing the “Make History” campaign to life were the brand partners, whose collaboration was instrumental. Margaret DeSalvo, director of merchandising jewelry, and Janet Ivan, director of merchandising timepieces, obtained unique pieces for the shoot that have never been photographed in such a style-forward way.

The participating jewelry brands: Oscar Heyman, Mikimoto, Chanel, Roberto Coin, FOPE, John Hardy, Anita Ko, Memoire, Hearts On Fire, Smiling Rocks, Joshua J, Benchmark, Spark, Aspire, AJD, Monica Rich Kossan, Alink, and Divine. The participating watch brands: Tudor, Omega, Chanel, IWC, Longines, and Tag Heuer.

Informed by the way clients enjoy combining jewelry brands and layering higher and lower pieces in looks that reflected their personality—CD Peacock has modified their approach to merchandising to present customers with mixing and matching style suggestions.

The heritage brand will offer an enhanced multi-brand experience at their new Mansion location, soon to be completed at Oakbrook Center.

“Make History” launches this summer across platforms and touchpoints including video designed for social media, broadcast TV spots, print, billboards, and VIP events.