An Irish jewellery designer has launched a campaign for more real women in advertising and has put her money where her mouth is.

Fiona De Buitlear has announced that her business 'Trinkets Jewellery' will provide a free piece of jewellery to any woman who will provide a photograph of them wearing the piece in return, for use on the company's website.

Explaining her decision on the company's blog, De Buitlear wrote that she believes "that unrealistic images of women in advertising leads to negative self-esteem in women".

She explained that she recently updated her website and, as part of this, was searching for some new images to use on the site. She said that the stock images she was perusing were not "pictures of real women". "I don't know about you but I am a little bored with seeing all the same type of women and shots in websites, magazines and other ads".

She took issue with the stock photos appearing to only feature "stick thin highly glamorous women in their twenties or younger in very obviously "posed" shots".

"I do not have anything against such ladies but they only make up a very small percentage of people".

De Buitlear explained that she does not have "vast resources" so she came up with a way to involve "real women" in her marketing for her website.

"I will send a free piece of jewellery to any women who volunteer to allow me to use their pictures on my web site".

"I just ask for a promise that she will send me some photos of herself wearing the piece and I will ship a piece of jewellery to her absolutely free".

"This is a call to the women out there to take a step towards reclaiming their individual and collective self esteem. I know it's not a lot but I think that if enough of us start to make a change then together we can change the world!"

Anyone who is interested in taking part in the campaign can send an email to and check out the website here.

Online Editors