- Shailene Woodley is now the face of HOWL's "Home Sweet Home" campaign, the Los Angeles jewelry label's first formal celebrity partnership.
- The deal formalizes a years-long friendship: Woodley has personally worn HOWL pieces designed by founder Tini Courtney since at least 2023, including at the Ferrari premiere.
- "Home Sweet Home" leans into HOWL's heirloom, history-inspired aesthetic, a theme that echoes Woodley's own stated wish to build jewelry worth passing down to her family.
- The campaign adds to a busy 2026 for Woodley, who recently wore Prada and Bulgari on the red carpet and covered Only Natural Diamonds magazine.
Shailene Woodley has turned a real friendship into an official jewelry deal. The actress is fronting “Home Sweet Home,” a new campaign for HOWL, the Los Angeles fine jewelry label founded by Tini Courtney.
HOWL, short for “Handle Only With Love,” is known for pieces hand-carved in wax before being cast in 18k gold and gemstones, an ancient technique the brand markets as creating modern heirlooms.
Woodley is no stranger to the label: she’s called Courtney a friend and has worn HOWL’s Rouen necklace and Belle earrings on red carpets for years.
That existing relationship gives “Home Sweet Home” a level of authenticity uncommon in celebrity jewelry deals, and ties neatly to Woodley’s own past comments about wanting to build a diamond and jewelry collection to hand down through her family.
The partnership lands during an active style stretch for Woodley, who recently wore Prada to the Paradise season two premiere, stepped out in Bulgari at Milan’s Sustainable Fashion Awards, and continues an ongoing collaboration with sustainable eyewear brand Karün.
Her environmental advocacy, as a Conservation International board member and Greenpeace Oceans Ambassador, also lines up with HOWL’s history-and-craft-driven branding.
She joins a run of actresses fronting jewelry campaigns this year, following Jessica Alba’s debut as the face of Gabriel & Co. and Camille Kostek’s new Brilliant Earth collaboration.
Until now, HOWL’s celebrity presence had come from organic styling rather than paid deals, with stockists like Ylang Ylang and Department Nashville doing the brand’s heavy lifting.
Takeaways
This is a friendship turned into a business move, and that’s exactly the appeal. Brands are increasingly betting on ambassadors who already love the product over cold-outreach deals, and HOWL choosing its first campaign face from inside Woodley’s own jewelry box is a clear bet on believability over reach.
It also mirrors a broader pattern this year of jewelry houses tapping actresses with lived-in, personal connections to their brand rather than one-off red carpet placements.
Could “Home Sweet Home” push HOWL beyond its boutique stockist network and into wider retail visibility? With Prada, Bulgari, and now HOWL all in her recent rotation, is Woodley building toward a more permanent jewelry ambassador role? Does this campaign signal more indie, artisan-driven jewelry labels turning to Hollywood for their next growth phase?
