NEW YORK- Not since “champagne wishes and caviar dreams” have there been two things so perfectly meant for each other as the Principality of Monaco and Aaron Basha jewels. Beginning in May, the ritzy country and the glitzy jewelry will join forces on an unprecedented co-branding campaign uniting two of the finer things in life. The campaign begins with a full-page advertisement in the May issue of Departures magazine featuring Basha’s signature Lady Bug Collection placed against the magnificent Mediterranean backdrop of the Principality. Ads will also appear in Town & Country and Robb Report magazine.

In the fall, images will feature Basha’s new Monaco Emerald Cut Diamond Collection. The enticing visuals were created by Monaco’s agency of record, Greenteam Advertising. The purpose of the collaboration is to create synergy between the images and clientele of Monaco and Aaron Basha. “ It’s a natural partnership given the Principality and Basha’s unique appeal as small yet quality products,” said Maguy Maccario-Doyle, Director of the Monaco Government Tourist Office. “Monaco is the jewel of the French Riviera and Basha is the jewel of America. We’re both family-run and we both cater the tastes of sophisticated clientele who appreciate the very best,” said Sasson Basha of Aaron Basha jewels. The historic collaboration will include in-store events and promotions, as well as charity galas featuring distinguished guests and dignitaries, including members of Monaco’s Princely family. Luxurious prizes, including free trips to Monaco, will add to the excitement. Established in 1906, Aaron Basha was located on London's famous Berkeley Square until a decade ago when it moved to New York’s prestigious Madison Avenue. In its third generation, the jewelry firm is operated by Aaron's multitalented family.

Celebrity clients include Demi Moore, Celine Dion and many more. Aaron Basha jewelry is sold at select fine jewelry retailers including Neiman Marcus, Saks Fifth Avenue and Mayors. The Monaco Government Tourist Office (MGTO) promotes the image of Monaco through business partnerships, public relations, advertising and special events in the U.S. Together with the Consulate General of Monaco and the Société des Bains de Mer Hotels, Resort and Casino, the MGTO creates a “one-stop shopping” approach to the promotion and image of the Principality in the United States.

For more information on Aaron Basha jewels, call (212) 935-1960 or visit www.babyshoes.com. For more information on the Principality of Monaco, call (800) 753-9696.