In collaboration with Mirum Vietnam, Vietnam's largest consumer jewelry brand, Phu Nhuan Jewelry, launched its True Love campaign. As such, the jewelry brand is setting itself apart as the first of its kind in the country to support the LGBT, minority and sub-cultural community.
The True Love jewelry campaign is centered around sharing the stories of couples who challenge the idea of what the "perfect couple" looks like according to established societal standards. With the campaign, the jewelry brand encourages consumers to think beyond gender, body type and career when it comes to love.
As PNJ Group Brand Manager Phan Nguyen Hoai Anh describes, "We would like our consumers to realize that the right way of being a true couple is to refute stereotypes, to not focus on looks, wealth, career or gender, but to focus on the one you love."