Marking the start of Women’s History Month, FREIDA ROTHMAN, the Brooklyn-based luxury lifestyle brand, today proudly debuts its powerful new campaign celebrating “Women of Strength.” An ode to female endurance and fortitude, Women of Strength honors the stories and sentiments of women that have shaped Freida Rothman as a mother, daughter, and designer. The print, digital, social and influencer campaign features remarkable women across the United States sharing their stories of resilience and perseverance wearing FREIDA ROTHMAN’s inaugural STRENGTH bracelet.
The initiative was conceived by Freida Rothman to honor her grandmothers, whose influence taught her to see opportunity in every challenge and inspired her to found her eponymous brand. The campaign’s first image, which resonates deeply with Freida, features sisters Dolly Rabinowitz, 94, and Suzi Schwartz, 102 years old, who survived the Holocaust and emigrated to Brooklyn where they rebuilt their lives and raised loving families. The personification of optimism and resilience, Dolly and Suzi are seen seated, smiling and holding hands. Their tattoo from Auschwitz is visible on their forearms.
Throughout 2020, the campaign will feature a diverse group of heroic women, all of whom embody the inner strength, perseverance, and determination necessary to rise to the challenges of life. To celebrate them, Freida will share a variety of stories, videos and still photography that depict their remarkable journeys. This content can be viewed at FreidaRothman.com and Freida’s social media channels.
Importantly, FREIDA ROTHMAN will also celebrate the many “Women of Strength” among us, issuing a call-to-action that invites the nomination of remarkable women across the nation. The campaign will culminate at year’s end when select finalists and the brand’s featured “Women of Strength” gather at the company’s beautiful Brooklyn studio for an evening of celebration hosted by Freida.
FREIDA ROTHMAN’s STRENGTH bracelet is an heirloom-quality hinged bangle featuring handset pavé stones. It will be offered in two metal finishes: Freida’s signature black and gold featuring hand-painted dark rhodium and 14K matte gold, as well as a sleek black and platinum-rhodium variation. Priced at $395, a percentage of every sale will be donated to the charity associated with a corresponding Woman of Strength. Nachas Health and Family Network of Brooklyn will be the first not-for-profit recipient of proceeds. The bracelet will debut for purchase at FreidaRothman.com, where the stories of these remarkable women can also be viewed. In the coming months, FREIDA ROTHMAN will make the collection available at select retailers nationwide.
“I designed the STRENGTH bracelet to honor the legacy of my four grandparents — all Holocaust survivors. They taught me to see the beauty in life and choose positivity when facing the adversity and obstacles we all go through,” said Freida Rothman, CEO. “The STRENGTH bracelet celebrates every woman — her inner strength and her ability to make a positive impact in this world. I used a textured dark rhodium finish to symbolize resilience and handset pavé stones for the perfect combination of grit and glamour.”
Born and raised in Brooklyn, Freida Rothman is a second-generation jeweler, a mother of four, and an entrepreneur striving to remind every woman of her inner strength. Her luxury lifestyle brand is sold nationwide and features sterling silver jewelry, Italian Nappa leather goods and statement-making eyewear. Taking design inspiration from the city streets around her, Freida’s mixed-metal pieces elevate Brooklyn grit— from the New York City skyline to the steel and cable span of the Brooklyn Bridge — into effortless elegance for your everyday. Since 2013, she has personally designed each piece of jewelry with the utmost attention to detail and craftsmanship. Beyond reflecting the spirit of strength and determination in her jewelry, Freida supports new emerging talent by serving as a mentor on the Accessories Innovation Committee. She’s also a proud member of the Female Founder Collective, a network of businesses led by women, supporting women.