Jewelry has always been a matter of energy to me. Whether it carries love, strength, or beauty - there is something incredibly sacred in the pieces we pass down. Generations in Gold is about the golden threads that tie us to our lineage, the light you can feel in the jewels we never take off…
“I’ve known Rachel for years. It’s been so special to witness the radiant presence she shares with the world, and to then see how that same light is carried forward in her daughters, Ava and Tallulah. This campaign is really three hearts and one story...The love we share with our children is the ultimate golden thread. It’s unbreakable and eternal.”
Jacquie Aiche
What is one thing you hope your daughters never forget?
That no matter what happens to them in life, either because of their own doing, or for reasons they had no control over, it is never too late to start over, create their path, write a new story, and establish new boundaries, and that joy awaits them if only they can learn to be still and listen to their heart, for that it is the only way that they can clearly hear God speaking to them.
Rachel Roy
What is a ‘power’ you inherited from your mother?
Resilience. She has always shown me how to keep moving forward with dignity, no matter what life brings. Life is too short to settle for anything beneath you. Watching her for the past 26 years has taught me that true strength and happiness comes from staying true to yourself.
Ava Dash
What’s one piece of advice your mom gave you that feels like a guiding light?
My mom has given me the strength to know my worth but at the same time to be humble. She taught me that confidence and gratitude and kindness can exist at the same time. That balance feels like a compass I’ll probably use forever.
Tallulah Dash
