Why Ritani Is Partying Like It’s 1999
The jeweler is celebrating 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 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.
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.
The Latest

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Assimon is the auction house’s new chief commercial officer.


The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

The winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.

“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.

It's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.

The brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.

Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.

The rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

The deadline to submit is June 16.

The diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.

The entrepreneur and “Shark Tank” star will share his top tips for success.

Two existing executives have been given new roles.

Meredith Tiderington, an electrical engineering student, was selected for the award.

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

Her new role is director of strategic initiatives.