July 18, 2026
To mark our long-awaited third collaboration with Sammi Jefcoate, we headed to a Californian ranch to shoot an epic campaign for The Lucky Collection.
Inspired by Sammi's love of vintage belt rings and Western style, The Lucky Collection features four unisex, Western-inspired rings, each designed with intricate detailing and a distinctive articulated joint that allows the rings to move.
The 'Hank' Rings feature intricate, tooled-leather-inspired carvings, while the 'Dolly' Ring is finished with hand-selected rainbow gemstones.
Discover the full campaign shoot below and explore The Lucky Collection.
Creative Direction: @reinolr
Art Direction: @felicity.marshall
Photo: @richieleedavis
Video: @coanbuddynichols
Camera Assistant: @thanksfool
Camera Assistant: @luisbarajas38
Assistant Editor: @_dandreapete
HMUA: @alisonc.mua
Nails: @blackbox_nailcraft
Styling:@luca_falcioni
Art Department: @imogenocide
Runner: @prettyseed
Production Co-Ordinator: @daniellelehtonenriley
Shot on Location at: @riverwoodartscoop
