CollectionsMar 20, 2024
Julia Roberts Co-Designs New Chopard Jewelry CollectionMajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign
Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.
Tiffany & Co.’s latest campaign highlights its most well-known collections through visuals that pay homage to window designer Gene Moore.
New York—Tiffany & Co. has announced a new campaign centered on its heritage and the origin stories of its most notable collections.
“With Love, Since 1837” is an ode to the beginnings of Tiffany & Co., founded in New York City in 1837 by Charles Lewis Tiffany.
The campaign features designs such as the “Lock,” collection, which was inspired by a brooch from 1883, and jewelry from the “HardWear” line, whose pure, bold forms reference a Tiffany bracelet from 1962.
It also highlights a Jean Schlumberger by Tiffany & Co. “Sixteen Stone” ring, as well as the “T” and “Knot” collections and the popular Tiffany setting.
Unlike many of the brand’s recent star-studded campaigns, “With Love, Since 1837” does not have a celebrity focus, instead spotlighting the jewelry itself.
It takes inspiration from Gene Moore, the company’s former window designer, whose work, Tiffany said, has left an indelible mark on the world of window display design.
Captured by photographer and director Dan Tobin Smith, “With Love, Since 1837” modernizes a series of vitrines by Moore, channeling the designer with the use of ordinary objects and simple materials, and incorporating drama from the lighting and rhythm of the camera movement.
Celebrating the company’s heritage from a contemporary perspective, the campaign features Moore’s dramatic compositions shot in Smith’s modern, sculptural style, which focuses on scale and shifting perspectives.
The campaign was shot in London.
Smith, along with set designer Rachel Thomas, created a larger-than-life set featuring a range of miniature to oversized scale models flowing together through perspective shifts.
The illusions captured on camera were created through animated projected backdrops and physical smoke clouds produced on set, rather than postproduction effects.
The theatrical vignettes prove that love is the beating heart of Tiffany & Co., the company said, the common thread that unites each collection and the jeweler’s illustrious heritage of craftsmanship.
“With Love, Since 1837” is a celebration of love, craft and heritage, Tiffany said.
The campaign is a collaboration between Tiffany’s internal creative team and creative agency TBWA\Chiat\Day LA.
It launched March 25 in print and on digital channels.
Related stories will be right here …
“With Love, Since 1837” is an ode to the beginnings of Tiffany & Co., founded in New York City in 1837 by Charles Lewis Tiffany.
The campaign features designs such as the “Lock,” collection, which was inspired by a brooch from 1883, and jewelry from the “HardWear” line, whose pure, bold forms reference a Tiffany bracelet from 1962.
The Tiffany “Lock” bracelet, as seen in the new “With Love, Since 1837” campaign
It also highlights a Jean Schlumberger by Tiffany & Co. “Sixteen Stone” ring, as well as the “T” and “Knot” collections and the popular Tiffany setting.
Unlike many of the brand’s recent star-studded campaigns, “With Love, Since 1837” does not have a celebrity focus, instead spotlighting the jewelry itself.
It takes inspiration from Gene Moore, the company’s former window designer, whose work, Tiffany said, has left an indelible mark on the world of window display design.
Captured by photographer and director Dan Tobin Smith, “With Love, Since 1837” modernizes a series of vitrines by Moore, channeling the designer with the use of ordinary objects and simple materials, and incorporating drama from the lighting and rhythm of the camera movement.
Celebrating the company’s heritage from a contemporary perspective, the campaign features Moore’s dramatic compositions shot in Smith’s modern, sculptural style, which focuses on scale and shifting perspectives.
A Jean Schlumberger by Tiffany & Co. “Sixteen Stone” ring featured in the house’s new campaign
The campaign was shot in London.
Smith, along with set designer Rachel Thomas, created a larger-than-life set featuring a range of miniature to oversized scale models flowing together through perspective shifts.
The illusions captured on camera were created through animated projected backdrops and physical smoke clouds produced on set, rather than postproduction effects.
All illusory effects in the new campaign, such as the one seen here featuring the Tiffany “T” bracelet, were created on set.
The theatrical vignettes prove that love is the beating heart of Tiffany & Co., the company said, the common thread that unites each collection and the jeweler’s illustrious heritage of craftsmanship.
“With Love, Since 1837” is a celebration of love, craft and heritage, Tiffany said.
The campaign is a collaboration between Tiffany’s internal creative team and creative agency TBWA\Chiat\Day LA.
It launched March 25 in print and on digital channels.
Editors' Picks
Sponsored by
More on Majors
The Latest
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
