As a commercial photographer, I found this to be an interesting approach by the jewelry maker. Commercial photography has traditionally made the item that's being sold the most prominent item in the frame (think cars), shown the item in use (think of eye glasses on the wearer) but still prominent, or in certain context (think restaurant).
This series (although we only see four) seems to be selling a lifestyle where the jewelry is a part of the "look" that they're telling people they should strive for but they're not making it prominent.
I love the concept and, from a photographic and artistic perspective, think it's successful. From a marketing point of view, though, I wonder if this approach will have been a good idea.