Love, irl

Cullen Jewellery debuts global showrooms with “Love, irl.” campaign, inviting couples to try on their carbon neutral lab grown diamond engagement rings in person.

In a time when brick-and-mortar stores are steadily giving way to digital platforms, it's refreshing to see a digital-first company reversing the trend. Cullen Jewellery, a pioneering fine jewellery brand, is opening doors to their showroom experience in 4 prominent international locations in 2025. It’s a pitch to be more accessible to people in love “in real life” and Cullen is turning heads in the world of bridal jewellery.

Love, irl.

Following on from their “Love in Colour” campaign, which introduced coloured carbon neutral lab diamonds, “Love, irl.” is an invitation to fall in love with Cullen Jewellery’s engagement ring collection at a personalised showroom consultation.

Shot in noteworthy locations in London, San Francisco, Toronto, and Auckland, the campaign opens with a figure behind a newspaper declaring that love is on the rise - and it’s all thanks to Cullen Jewellery.

“The campaign was coupled with a series of images of rings being admired on the hand, capturing the perspective of a client trying on a Cullen engagement ring and finding ‘the one’,” says Spencer, Showroom Manager at the newly-launched Auckland showroom.

“There’s nothing like trying on a ring to see how it looks on your hand. In an age where so much is digital, it’s exciting to celebrate in real life. It’s love, irl.”

The Cullen Showroom Experience

Auckland was the first international showroom to open in November 2024. Centrally located on High Street in New Zealand’s largest city, Cullen Jewellery collaborated with Australian interior designer, Brahman Perera, to breathe life into the space.

The result? An interior design language derived from the expression of the Cullen brand - lasting, accessible, premium, refined, and functional.

The Auckland showroom was designed to enhance cherished moments. The open and uncluttered space showcases a palette of deep greens, gold accents, and soft finishes, offering a sense of clarity and respite from the busy city street below.

When clients step through the front door they are warmly greeted at reception. From there, they are directed to the sofa, a space to relax and enjoy a complimentary glass of bubbles paired with a Hershey’s Kiss chocolate while they wait for their appointment.

During the appointment, there is no pressure to buy; the experience is designed to be informative, welcoming, and transparent. Cullen Jewellery’s sales consultants are dedicated to a high level of care that makes every moment special.

About Cullen Jewellery

Cullen Jewellery was founded in 2018 to celebrate life's cherished moments, conscientiously. Headquartered in Melbourne, Australia, Cullen Jewellery specialises in timeless custom lab grown diamond and moissanite engagement rings.

Cullen Jewellery is committed to operating responsibly through its positive community impact initiatives and exclusive use of carbon neutral lab grown diamonds and lab grown gemstones.

Book your Cullen Jewellery consultation and be ushered into a world of fine jewellery that is accessible, enduring, and kind to people and planet. Your ‘I do’ awaits.