Frank & co. and MarsX unveil 'A timeless love' campaign celebrating natural diamonds

Frank & co., one of Indonesia’s leading luxury jewellers, has launched “A timeless love,” a campaign designed to highlight the enduring value of natural diamonds. Developed in collaboration with MarsX, part of the FCN network, the campaign draws a sharp distinction between natural and lab-grown diamonds by positioning the former as symbols of permanence and legacy.

At the heart of the initiative is a manifesto likening love to a diamond - formed over time and strengthened through life’s pressures. “It speaks of pressure that whispers until something rare takes shape, of journeys measured not in days but in lifetimes, of sparks that grow into masterpieces of devotion,” FCN said.

The visuals carry the manifesto into film and imagery, capturing refracted light, fleeting glances, and generational exchanges. Through these elements, the campaign portrays how love, like a diamond, becomes more radiant over time. The creative execution was led by Lynx Films, with direction by Michael Sewandono.

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The multi-channel rollout adopts a digital-first strategy, supported by cinema, lifestyle media, and in-store activations. Short films, reels, and behind-the-scenes stories are distributed across YouTube, Instagram, and TikTok, while a cinema cut brings the campaign’s emotion to the big screen. Lifestyle press carries striking stills paired with the manifesto, and boutique activations invite customers to experience Frank & co.’s craftsmanship firsthand.

Running throughout the year, “A timeless love” aligns with key moments such as wedding seasons, anniversaries, and festive gifting periods.

For MarsX, the campaign underscores its positioning as an “alternative agency” capable of merging storytelling craft with digital speed. “Where traditional agencies often choose one over the other, MarsX delivers both combining storytelling craft with digital agility,” the agency noted.

By anchoring its message in both heritage and modern relevance, Frank & co. seeks to reinforce its role not only as a jeweller but as a custodian of memories that endure through time. Established in 1996 with its first store in Jakarta, Frank & co. has grown into a leading luxury jewellery brand in Indonesia. The company operates 51 stores across 19 cities and is recognised for its signature maroon branding and iconic deer logo.

Earlier this year, Frank & co. marked its 29th anniversary with the theme “Timeless brilliance - every size, every sparkle, every story, naturally”. Since appointing Maudy Ayunda as brand ambassador in 2024, the jeweller has continued to highlight its heritage while appealing to a new generation, blending elegance, craftsmanship, and the symbolism of natural diamonds.

The milestone was celebrated through a month-long exhibition at La Moda, Plaza Indonesia, running from 24 May to 29 June 2025. The showcase featured Frank Fire diamonds ranging from 0.3 to 5 carats, exclusive high jewellery pieces, immersive experience rooms, and diamond masterclasses, complemented by daily creative activities and special Saturday performances. Alongside the exhibition, Frank & co. offered a gift-with-purchase promotion featuring The Keepsake Diamond Bracelet.

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