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.
Editors' Picks
Sponsored by
More on Majors
The Latest
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
SourcingOct 14, 2026
Manuel Marcial de Gomar, ‘The Emerald Whisperer,’ Dies at 90The gem hunter, whose 70-year career was defined by adventure and exploration, is remembered for his steadfast faith and sense of wonder.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
