A few weeks ago, we shot our summer campaign in Notting Hill. When I began shaping the concept months ago, I knew I wanted it to centre on two key ideas. First, it was important that the campaign wasn’t focused on selling or pushing jewellery. Of course, sales are vital for AJOSEPO’s growth and success, but for me, this campaign needed to offer more, not just visual appeal, but true lifestyle value. I wanted it to reflect the kind of life our AJOSEPO customer or partner leads — thoughtfully curated, full of beauty and intention.
Second, I was set on keeping it here in the UK. This is at the heart of who we are as a British-Nigerian-owned brand. And beyond that, I believe the UK has an incredible, often overlooked beauty that deserves to be celebrated. We don’t need to head to Paris or Rome to experience the romanticised beauty we’ve so often been sold. Don’t get me wrong — those cities are magical. But so is the UK! You can enjoy, admire, and romanticise in countless places here, especially in summer. Personally, Cambridge has stolen my heart at the moment — I adore it. But for this shoot, I chose Notting Hill for two reasons: a) Cambridge isn’t home to AJOSEPO — at least not yet. We’re a London-based brand, and I wanted to honour that; b) I wanted the campaign to reflect something real — what I genuinely do from time to time: set aside a day to romanticise life. I plan where to eat, drink, admire art, rest, and recharge — and Notting Hill, my old stomping ground before I moved east, felt perfect for this.

A huge thank you to all the wonderful establishments that welcomed us, whether planned or spontaneous. A special shoutout to The Princess Royal for being such a brilliant host, Fraser Communications for supporting our vision, and London58 for bringing my vision to life. 

If you’d like to recreate a version of this day for yourself, here’s where to go:
Stay + drink: The Princess Royal, Notting Hill
Art: Clarendon Fine Art
Best pastries: Ottolenghi
Coffee: Holy Carrot
Flowers: The Flower Stand or Wild At Heart
Wine hour: Franklin’s
Art + scenery: The Serpentine
The crew who helped bring this vision to life:
Creative Director + Videographer: Miro at London58
Hair + Makeup: Jimena Lemck
Model: Millie Charles Davies
Stylist: Tofi Caroline Adedoyin

So, here it is — the final edit of our Notting Hill Summer Campaign.

Love, Tofi Caroline xx