MajorsOct 09, 2024
New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’MajorsOct 10, 2024
Why Ritani Is Partying Like It’s 1999
The jeweler is celebrating its 25th anniversary with a throwback campaign.
New York—Ritani recently celebrated its 25th anniversary with a throwback campaign.
The New York City-based fine jewelry brand is partying like it’s 1999, the year of its founding.
The campaign, titled “What was life like in 1999?,” was shared via Ritani’s social media last week.
It showcased the zeitgeist of that year, including Y2K jewelry, bridal trends, fashion moments, and pop music.
“When Ritani launched in 1999, turn-of-the-century excitement was mirrored in bold, confident jewelry. Unconventional maximalism, punchy hues, and whimsical styles ruled our ears, necks, fingers, wrists, and even ankles,” Ritani said in an Instagram post.
The New York City-based fine jewelry brand is partying like it’s 1999, the year of its founding.
The campaign, titled “What was life like in 1999?,” was shared via Ritani’s social media last week.
It showcased the zeitgeist of that year, including Y2K jewelry, bridal trends, fashion moments, and pop music.
“When Ritani launched in 1999, turn-of-the-century excitement was mirrored in bold, confident jewelry. Unconventional maximalism, punchy hues, and whimsical styles ruled our ears, necks, fingers, wrists, and even ankles,” Ritani said in an Instagram post.
As part of its social media campaign, Ritani showcased jewels that fit the Y2K trend.
The company also highlighted the year’s top engagement ring trends.
The company also highlighted the top engagement ring trends of the year, which included diamond halos, pavé bands, and princess-cut center stones.
“Our team had a lot of fun putting this campaign together,” Ritani Chief Operating Officer Ria Papasifakis said.
“Some of us were reminiscing about the era, while the younger members of our team learned about what life during Y2K was like. We’re excited to share the assets on social and start a fun, nostalgic discussion with our audience.”
Though the social media aspect of the campaign has ended, Ritani’s website still features its Y2K jewelry edit.
Styles include butterfly and bee enamel studs, a diamond star signet ring, and a turquoise heart pendant.
A section of the 25th anniversary page of its website is dedicated to its best-selling engagement rings since its founding.
Ritani also debuted a lab-grown diamond pendant in honor of its anniversary, which features the original octagonal shape that inspired its logo.
It’s available in 18-karat yellow or white gold with a 1.5-carat lab-grown diamond, retailing for $1,240.
There’s also a Ritani-curated Spotify playlist featuring the hits of 1999, including “… Baby One More Time” by Britney Spears and “Genie in a Bottle” by Christina Aguilera.
Ritani is not the only jewelry company turning to the ‘90s to get consumers’ attention.
Mall owner Simon’s new campaign, “Meet Me at the Mall,” uses ‘80s and ‘90s nostalgia in an attempt to attract Gen Z shoppers to malls while Pomellato just released an archival capsule collection that draws inspiration from designs it created in the mid-1990s.
There’s also a Ritani-curated Spotify playlist featuring the hits of 1999, including “… Baby One More Time” by Britney Spears and “Genie in a Bottle” by Christina Aguilera.
Ritani is not the only jewelry company turning to the ‘90s to get consumers’ attention.
Mall owner Simon’s new campaign, “Meet Me at the Mall,” uses ‘80s and ‘90s nostalgia in an attempt to attract Gen Z shoppers to malls while Pomellato just released an archival capsule collection that draws inspiration from designs it created in the mid-1990s.
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.
