"We wanted something very different, creatively on-point and visually thrilling, which would retain everyone's attention for each of the seven days through to the big day," says Jason Aarons, editor in chief of JZA.

"Our 'Tutti Frutti' campaign uses a series of Bulgari's standout fruit jewellery images — with tremendous thanks and credit — taken by renowned jewellery photographer Guido Mocafico," adds Aarons.

"The JZA team linked each of these to smart tag lines and catchphrases that echoed the fruit jewellery on display," concludes Aarons.

Isikhova Media, the independent publishers of the title, says that it is keeping the first issue under tight wraps and is also planning a triad launch-day campaign. 

For more information, visit www.isikhova.co.za. You can also follow Isikhova Media on Facebook