MajorsJul 11, 2024
David Yurman Names 7 NBA Players as Brand AmbassadorsMajorsJul 18, 2024
Swarovski Names Ariana Grande as Its New Brand Ambassador
The celebrity will star in Swarovski’s holiday campaign.
Ariana Grande said she cannot wait “to inspire others to embrace their own unique sparkle,” as Swarovski’s brand ambassador. (Photo credited to Mert Alas and Marcus Piggot for Swarovski)
New York—Swarovski has named Ariana Grande as its new brand ambassador.
The Grammy-winning singer, songwriter, and actress will star in the company’s upcoming holiday campaign.
“I am thrilled to be Swarovski’s brand ambassador,” said Grande.
“It’s an honor to represent a house that shares my passion for creativity, pushes the boundaries beyond the world of jewelry, and promotes values of unapologetic self-expression. I cannot wait to embark on this journey and to inspire others to embrace their own unique sparkle.”
Swarovski chose Grande as its new brand ambassador because she is a “powerful advocate for inclusion and empowerment.”
Starting as an actress on Nickelodeon in 2010, Grande is now most known for her pop music. Over the many years she has been in the public eye, her style has evolved as she experimented with fashion, jewelry, and makeup.
“Ariana’s charisma and positive energy resonate with Swarovski’s essence of bringing joy to the world and I am thrilled that she is joining us as a brand ambassador,” said Giovanna Engelbert, Swarovski’s global creative director.
“Ariana is a brilliant artist whose creativity shines through her songwriting and vocal performances as well as her personal style. I look forward to engaging in inspiring creative dialogues together.”
Grande’s partnership with Swarovski follows the release of her seventh studio album, “Eternal Sunshine.” It dropped on March 8, with her previous album debuting four years ago.
Swarovski’s holiday campaign featuring Grande will also line up with the release of the movie “Wicked.” Opening in theaters in November, the musical stars Grande as Glinda the Good Witch and Cynthia Erivo as Elphaba the Wicked Witch.
Related stories will be right here …
The Grammy-winning singer, songwriter, and actress will star in the company’s upcoming holiday campaign.
“I am thrilled to be Swarovski’s brand ambassador,” said Grande.
“It’s an honor to represent a house that shares my passion for creativity, pushes the boundaries beyond the world of jewelry, and promotes values of unapologetic self-expression. I cannot wait to embark on this journey and to inspire others to embrace their own unique sparkle.”
Swarovski chose Grande as its new brand ambassador because she is a “powerful advocate for inclusion and empowerment.”
Starting as an actress on Nickelodeon in 2010, Grande is now most known for her pop music. Over the many years she has been in the public eye, her style has evolved as she experimented with fashion, jewelry, and makeup.
“Ariana’s charisma and positive energy resonate with Swarovski’s essence of bringing joy to the world and I am thrilled that she is joining us as a brand ambassador,” said Giovanna Engelbert, Swarovski’s global creative director.
“Ariana is a brilliant artist whose creativity shines through her songwriting and vocal performances as well as her personal style. I look forward to engaging in inspiring creative dialogues together.”
Grande’s partnership with Swarovski follows the release of her seventh studio album, “Eternal Sunshine.” It dropped on March 8, with her previous album debuting four years ago.
Swarovski’s holiday campaign featuring Grande will also line up with the release of the movie “Wicked.” Opening in theaters in November, the musical stars Grande as Glinda the Good Witch and Cynthia Erivo as Elphaba the Wicked Witch.
More on Majors
The Latest
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
Weekly QuizFeb 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
TrendsFeb 23, 2026
Dua Lipa Is Bulgari’s New AmbassadorBulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
IndependentsFeb 19, 2026
Bailey’s Fine Jewelry Co-Founder ‘Mama Ann’ Bailey Dies at 100Raised in an orphanage, Bailey was 18 when she met her husband, Clyde. They opened their North Carolina jewelry store in 1948.
IndependentsFeb 19, 2026
Material Good Opens Third Location Material Good is celebrating its 10th anniversary as it opens its new store in the Back Bay neighborhood of Boston.
Events & AwardsFeb 19, 2026
The Original Miami Beach Antique Show Returns in MarchThe show will be held March 26-30 at the Miami Beach Convention Center.
AuctionsFeb 18, 2026
Joanna Carson’s Jewels Head to AuctionThe estate of the model, philanthropist, and ex-wife of Johnny Carson has signed statement jewels up for sale at John Moran Auctioneers.
Policies & IssuesFeb 18, 2026
Community for Ethical Jewelry Looks for Executive DirectorThe organization is seeking a new executive director to lead it into its next phase of strategic growth and industry influence.
Events & AwardsFeb 18, 2026
DCA to Host Gemstone Selling Education Session at IJO EventThe nonprofit will present a live, two-hour introductory course on building confidence when selling colored gemstones.
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
