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
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
Weekly QuizNov 13, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
CrimeNov 12, 2025
Father, Son Jewelers in Chicago Victims in Double Homicide JSA and Cook County Crime Stoppers are both offering rewards for information leading to the arrest of the suspect or suspects involved.
AuctionsNov 12, 2025
‘Mellon Blue’ Diamond Sells for $7M Less Than It Did a Decade AgoA buyer paid $25.6 million for the diamond at Christie’s on Tuesday. In 2014, Sotheby’s sold the same stone for $32.6 million.
AuctionsNov 12, 2025
Historic Rolex Oyster Fetches $1.7M at Sotheby’sMercedes Gleitze famously wore the watch in her 1927 swim across the English Channel, a pivotal credibility moment for the watchmaker.
