Has Jacob and Co. traded in “blinged out” gaudy watches for high fashion models and precious gems? The hip hop world has embraced everything from clock chains, gold ropes, baguette rings and Jesus pieces. As hip hop fashion has been refined within the last year, is it fair to say its jewelers have as well? No longer is it trendy to see long white tees and baggy jeans. The Kanye’s and Lupe’s have changed the game completely with their high-fashion inspired images. Renowned hip-hop jeweler Jacob and Company has shifted the image of his company as well with his new 2008/2009 ad campaign with supermodel Natalia Vodianova. Classy photography, new jewels, and a touch of fashion has catapulted Jacob to the next level. He won’t be left behind, losing money, because trends have changed. Some may call it saving his company, I call it keeping up with the times.