# Inclusive Jewelry Campaigns Phu Nhuan Jewelry's 'True Love' Campaign Pushes for Representation By Laura McQuarrie | Published 2018-12-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/true-love-campaign References: [prnewswire](https://www.prnewswire.com/news-releases/supporting-lgbt-and-minority-community-phu-nhuan-jewelery-launches-true-love-campaign-300771243.html) & [pnj.vn](https://www.pnj.com.vn/) 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](https://www.trendhunter.com/trends/wicked-fabulous). The [True Love jewelry campaign](https://www.trendhunter.com/trends/generation-love) 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](https://www.trendhunter.com/trends/empowering-jewelry), to not focus on looks, wealth, career or gender, but to focus on the one you love." ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 20% | Activity: 56% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Jewelry](https://www.trendhunter.com/jewelry) ## Key Themes ### What's Driving This Trend - **Inclusive Jewelry Campaigns:** More jewelry brands will launch inclusive campaigns that promote diversity and representation. - **Challenging Societal Standards:** More brands will challenge established societal standards to create a more inclusive and diverse market. - **Gender-neutral Marketing:** Brands will do more gender-neutral marketing, breaking the barriers that have historically defined marketing efforts. ### Who This Affects Most - **Jewelry:** Jewelry brands will increasingly cater to previously overlooked, niche demographics with inclusive campaigns. - **Fashion:** Fashion brands will have to rethink their approach and present more inclusive campaigns that speak to the broad spectrum of their customers. - **Marketing:** The marketing industry will need to adapt to the demand for more inclusive campaigns in order to stay relevant in an ever-changing landscape. ## Related on Trend Hunter - [Women-Empowering Jewelry Campaigns](https://www.trendhunter.com/trends/empowering-jewelry-campaign.md) - [Playful Holiday Jewelry Campaigns](https://www.trendhunter.com/trends/decorating-season.md) - [LGBTQ+ Business-Supporting Programs](https://www.trendhunter.com/trends/lgbtq-luxury-rewards.md) - [Natural Diamond Campaigns](https://www.trendhunter.com/trends/worth-the-wait.md) - [Purpose-Driven LGBTQ+ Jewelry Brands](https://www.trendhunter.com/trends/wicked-fabulous.md) - [Celebratory LGBTQ Haircare Campaigns](https://www.trendhunter.com/trends/pantene-beautifulgbtq-campaign.md) - [Cheeky Jewelry Valentine's Day Ads](https://www.trendhunter.com/trends/prya.md) - [Gender Inclusive Jewelry Collections](https://www.trendhunter.com/trends/sarah-o-jewelry-allgender-collection.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md)