Black Friday Campaign
It’s the most wonderful time of the year: a season of warmth, togetherness, and the kind of magic that only happens when the people you love are close. As the days get colder, we’re sending you all the warmth we can, along with something truly special: our limited-time Black Friday gifts and offers.
The Heart of Our Holiday Story
To truly understand this campaign, we have to go back to where our brand began: with family. For our founder, Samantha Siu, the holidays have always been about the women who shaped her — her mother and grandmother. They are the foundation of her strength, her creativity, and the love that fuels every piece she designs. When Samantha envisioned this campaign, she didn’t want models or polished poses. She wanted authenticity. She wanted the women whose hands held hers as she grew up, whose stories filled her with purpose, whose love became the heartbeat of her brand. Featuring her mother and grandmother wasn’t a creative choice, it was personal. It was a tribute.
Why Heirlooms Matter
Jewelry, in Samantha’s world, is more than an accessory. It’s a vessel. A keeper of memories. A symbol of connection. Each piece in our collection is made to endure, crafted not just to be worn, but to be lived in. To travel with you through milestones. To be present in moments that matter. And one day, to be passed down to those you love most. That is the essence of our heirloom jewelry: it carries your story forward. A necklace becomes a reminder of a grandmother’s laugh. A bracelet becomes a symbol of a mother’s strength. A pendant becomes the promise of a bond that time cannot break.
Why Our Black Friday Sale Matters
This season, we want to make it easier for you to give something meaningful, something that holds emotion, legacy, and love. Our Black Friday event offers up to 20% off, plus an additional free gift while supplies last.
It’s the perfect chance to choose a piece that will outlast trends, moments, even generations. And with next year bringing price increases, this year’s offer is truly the most meaningful time to invest in a piece of your family’s future.
Wishing you the warmest, most love-filled holiday season. May this year’s gifts become the next generation’s treasures.
With Love,
The Samantha Siu New York Family