Adela Capova models jewellery for the retailer's ROX Chic trend.

Scottish retailer hires model Adela Copova to show off new collection.

Leading Scottish jewellery retailer ROX has unveiled its new summer campaign, with model Adela Copova modelling its three key trends for the summer.

With photographs taken in ROX’s self-titled Thrill Room in its flagship Glasgow store, the retailer hired a stylist and professional photographer Stephen Kearney to help dress the model in jewellery and watches from its summer collections.


The retailer focus on three trends, which it called All American Girl, Flower Power and ROX Chic. Capova, who lives in Paris, has previously modelled for Schwarzkopf hair products and lingerie brands Damaris and Mimi Holliday.

Inspired by hit TV shows such as Gossip Girl and Glee, the All American Girl trend pushes pop colour watches by Toy Watch and friendship bracelets such as the Monica Vinader’s Rio and Fiji bracelets.

Influenced by the return of seventies fashion in 2011, ROX’s Flower Power campaign shots show Copova modelling soft, sensual, layered jewellery by designers including Shaun Leane, Monica Vinader, ROX, Stephen Webster and watches by Nixon and Gucci.

Keeping things edgier, the ROX Chic trend (pictured) has been described by ROX as “glamorous, grungy yet very cool.” With a focus on oversized boyfriend watches, cuffs and chunky rings in smoky black and silver tones teamed with ROX bead bracelets.

ROX is one of Scotland’s leading jewellers, with four stores at Braehead, Silverburn, Glasgow’s Argyll Arcade and Aberdeen’s Union Square.