Irish designer's 'jewellery for a selfie' campaign a huge success
Published 23/11/2015 | 08:55
An Irish jewellery designer has seen a massive uptake on her 'real women in advertising' campaign after she put her money where her mouth is.
Fiona De Buitlear of 'Trinkets Jewellery' has seen huge interest among Irish women in her new campaign to get more 'real women' in advertising.
De Buitlear lamented the use of stock images in the online jewellery business and decided to start a campaign to get photographs of real Irish women wearing her pieces. She promised a free piece of jewellery in return for a selfie for use on the site.
Her campaign went viral on Facebook and was covered on Independent.ie and Yahoo! News UK.
De Buitlear has seen a large number of women requesting to be part of the campaign, with the first of the selfies returning now. Each woman has taken to writing De Buitlear a note about how much the campaign means to them.
De Buitlear came up with the idea because she does not have "vast resources" so she came up with a way to involve "real women" in her marketing for her website.
"I will send a free piece of jewellery to any women who volunteer to allow me to use their pictures on my web site".
"I just ask for a promise that she will send me some photos of herself wearing the piece and I will ship a piece of jewellery to her absolutely free".
"This is a call to the women out there to take a step towards reclaiming their individual and collective self esteem. I know it's not a lot but I think that if enough of us start to make a change then together we can change the world!"
Anyone who is interested in taking part in the campaign can send an email to and check out the website here.