Sienna Spiro becomes the new ambassador for Monica Vinader, cementing her musical rise and her natural connection with contemporary jewellery.
The demi-fine jewellery brand Monica Vinader has chosen singer and songwriter Sienna Spiro as the face of its new global campaign, officially launching this Monday. The collaboration arrives at a pivotal moment for the artist, who has been nominated for the Brit Awards 2026 in the Critics’ Choice category and is widely regarded as one of the strongest emerging voices in the UK music scene.
“Sienna brings a depth to her work that immediately resonated with us,” explains Monica Vinader, co-founder and Creative Director of the brand, highlighting the artist’s embodiment of core values such as confidence, integrity and self-expression. This shared ethos translates seamlessly into a campaign centred on the personal meaning of jewellery.
Throughout the imagery, Spiro wears pieces from the Infinity collection alongside engraved jewellery featuring lyrics from her song ‘You Stole the Show’. These personalised designs spotlight the brand’s in-store engraving service and reinforce the idea of jewellery as an emotional medium — tied to memory, storytelling and individual creativity.
Spiro’s selection is far from incidental. Her latest single, ‘Die on This Hill’, marked a turning point in her career, reaching the UK Top 10 following its release last October. Her deep, soulful voice — now her defining signature — resonates with a generation that values authenticity over artifice.
Her connection to jewellery is also deeply rooted. Sienna Spiro is the daughter of Glenn Spiro, a renowned London-based jeweller and gemstone expert with a Mayfair atelier, strengthening her organic link to the world of fine jewellery. “Monica Vinader pieces are timeless, effortless and elegant — everything I look for in the perfect jewel,” the singer notes.
The campaign also represents a milestone for the brand, marking the first major launch under the leadership of Sebastian Picardo, who joined as CEO last autumn. “Sienna’s creativity and authenticity reflect the people we design our jewellery for: expressive, independent and confident individuals,” Picardo states.
With a career spanning senior roles at Holt Renfrew, Burberry, Net-a-Porter, Lane Crawford and Alexander McQueen, Picardo stepped into the position at a strategic moment for the company. “Monica Vinader has transformed modern jewellery through creativity, craftsmanship and a commitment to sustainability — but this is only the beginning,” he said upon his appointment.
The partnership between Sienna Spiro and Monica Vinader ultimately unfolds as a dialogue between music, identity and design, where jewellery moves beyond ornament to become an intimate extension of the person who wears it.
