The Making Of Our Mother’s Day Campaign

Our Senior Creative Producer takes you through the entire process

Last year was the year of babies at Uncommon James. At one point, we had five moms-to-be in an office of just twenty-seven people. That’s nearly 20% of our team growing tiny humans all at once! Naturally, babies became a big part of our daily conversations—gender reveals, baby names, stories about our moms, and the journey to motherhood.

Every year, we run a Mother’s Day Sale, but this time, it felt different. This wasn’t just another holiday on the calendar—it was personal. As I started brainstorming content for 2025, the thought of booking models for our Mother’s Day campaign just didn’t feel right. Why bring in strangers when we had real, incredible moms right here in our office?

Motherhood isn’t one-size-fits-all. It looks different for everyone. Some raise tiny humans, others raise fur babies. Personally, I don’t have kids—unless you count my 95-pound, three-year-old goldendoodle, who is, without a doubt, my baby. At the core of it all, motherhood is about love, selflessness, and showing up for those who depend on you. So, we did something new, we opened up our Mother’s Day campaign to our own team—real moms, real stories, real love.

Shoots are often long days but throwing in dogs, cats, babies and scheduling 13 people brings in another set of challenges. Here’s everything we did to bring this campaign to life, from shoot prep to launch day.

January 27

I sent out a sign-up form to the office, inviting everyone to be part of our first-ever Employee-Focused Mother’s Day Content Day to take place on February 28. It was a chance to highlight the moms of Uncommon James, from first-time parents to seasoned pros, and even those of us whose babies have fur instead of feet. Because at the end of the day, motherhood—no matter how you define it—is something worth celebrating. 

The shoot was simple, we didn’t need glam, styling or a fancy location. We wanted the people to shine. So we hired Jessica Amerson, a wonderful photographer that we often work with on campaigns and I would capture the video content. 

February 19 

Taylor, our Associate Merchant, created pre-styled jewelry looks for everyone coming to the shoot. 

“I really wanted to pick out looks that felt authentic to each person and what they would love to receive for Mother's Day,” Frame said. 

February 24 - 27

It’s the week of the shoot! I had a lot of things to cross off my to-do list before Friday. 

February 28

After a month of planning, an early wake up call meant it was time to head to the studio and set up before the first person arrived!

7:30 a.m.

Arrive at shoot location and unload gear. Set up, lay jewelry out, set out flowers, open dog treats, and fill up a water bowl. 

8:20 a.m. 

Our first dog of the day showed up! We started the shoot with Allie and Mr. Barkles. You wouldn’t know it from Mr. Barkles name, but she’s actually the sweetest girl ever. 

9 a.m. 

We welcomed our first multi-generational group to the shoot with Anna, her son, and her mom. Once we wrapped with them, but before Taylor (our iconic cat mom) and Hank showed up, we ordered our ‘Wake Up Gorgeous’ smoothie from SunLife Organics for the crew. 

9:40 a.m. - 3:30 p.m. 

Filled the day by shooting nine different groupings of moms, cat moms, and dog moms. 

3:40 p.m. 

It was time for my mom and dog Luka to join me on set! Like any production day things don’t always go 100% as planned, we already had a train breakdown in the area that caused multiple people to be late and be re-routed to the studio. But that wasn’t the only unexpected moment. Of all of the pets that were on set, Luka decided to take a massive poop in the middle of my session with my mother… to say that I was embarrassed was an understatement but at least it was my dog and it happened towards the end of the day.

4:20 p.m. - 5:30 p.m.

We had our last shoot and wrapped for the day! Despite the minor hiccups, the shoot went smoothly. The energy was warm, the moments felt real, and everyone—moms, pets, and all—brought something special to the day.

Post-Production

The past month has been filled with endless hours of reviewing footage, editing, and finalizing images. It’s been a massive project, but one that I’ve loved every second of. Seeing the final pieces come together is a reminder of why we did this in the first place—to celebrate motherhood in all its forms, through the people who make Uncommon James what it is.

This campaign isn’t just about jewelry. It’s about connection, love, and the everyday moments that make motherhood so special. I'm so excited for you all to see it — watch all the videos here. 💙