GRAND PREMIERE: Dinh Van has chosen British actress Aimee Lou Wood as its first brand ambassador.
The “White Lotus” and “Sex Education” star makes her debut Tuesday in a campaign by French photographer Julien Vallon. There is also a film with a surreal “Alice in Wonderland” vibe by Czech filmmaker Eva Vik, which sees the actress wander in sculptural sets inspired by Dinh Van jewel shapes.
For managing director Astrid de Montlivault, Wood’s “magnetic presence and rare sincerity that captivates without artifice” was a fit for a brand whose jewels are “very pure in design and catch the eye in the same unadorned way,” she told WWD.
“We found Amy deeply moving in her way of being genuine and never over the top,” the jewelry executive continued. “She’s also incredibly talented and above all a woman who is free and naturally embodies a generation that proudly asserts its authenticity and individuality.”
After making her professional acting debut in 2016 in theater, Wood got her breakout television role in Netflix comedy-drama “Sex Education” in 2019 and subsequently won a BAFTA for her role in the series.
The British actress gained further international recognition as free-spirited Chelsea in the third season of HBO’s “The White Lotus,” where she played in a cast that included the likes of Parker Posey, Leslie Bibb, Jason Isaacs and Lalisa Manobal, aka Blackpink’s Lisa.
Aimee Lou Wood in Dinh Van’s new campaign.
Julien Vallon/Courtesy of Dinh Van
Next up for the seasoned theater actress and mainstay of hit British television series are a raft of silver screen roles, including “Anxious People,” where she stars opposite Angelina Jolie.
Wood is also set to portray British model Pattie Boyd in Sam Mendes’ upcoming “The Beatles, a Four-film Cinematic Event” film series, to be released in 2028.
The British actress starred in Burberry’s spring 2025 campaign and was recently tapped by Versace for its first campaign under creative director Dario Vitale.
In addition to a fresh read on Dinh Van’s identity as a “sculptor-jeweler,” a longstanding motto that is now being put front and center once more as the company marks its 60th anniversary, Wood’s appointment also doubles up as a sign of Dinh Van’s international ambitions.
“Having a [British] ambassador and someone who resonates internationally, and particularly on the U.S. market, is about supporting the rather exponential growth we’ve had on this territory,” de Montlivault added.
While the privately-owned company does not disclose figures, she said growth was in double-digit territory, with business concentrated in New York, Miami, Los Angeles and Texas and a growing number of retailers. Although it no longer has the flagship the late founder opened on Madison Avenue in 1977, Dinh Van currently counts more than 40 points of sale in the U.S., against 30 doors two years ago.
The U.S. is the jeweler’s third largest market after France and Belgium. American clients are also the top buyers of Dinh Van in its travel retail locations, with British consumers coming second, according to the executive.
Although the brand is taking the slow and steady route, a U.S. flagship is not off the table. “If we continue to have this growth, it’s a project we are absolutely keeping in mind,” de Montlivault said. “For now, what’s important for us is to have this first campaign with our ambassador and see how the market reacts to this spotlight, particularly our [U.S. and U.K.] clientele.”
