Majors

Ariana Grande, Anya Taylor-Joy Star in Holiday Jewelry Campaigns

MajorsNov 13, 2024

Ariana Grande, Anya Taylor-Joy Star in Holiday Jewelry Campaigns

From Swarovski to Tiffany & Co., jewelry retailers are enlisting celebrities to highlight their holiday offerings.

Ariana Grande and Anya Taylor-Joy
Ariana Grande (left) stars in Swarovski’s holiday campaign while Anya Taylor-Joy is the face of Tiffany & Co.’s new seasonal ads.
New York—‘Tis the season for holiday campaigns.

All the major jewelry retailers are ready to celebrate the season, with several showcasing their celebrity brand ambassadors in festive ads.

These are four campaigns to put you in the holiday spirit.

Swarovski
Swarovski tapped global brand ambassador Ariana Grande for its holiday campaign.

The “Party of Dreams” campaign is the brainchild of Global Creative Director Giovanna Engelbert, with the help of fashion photographers Mert and Marcus and music video director Christian Breslauer.

Ariana Grande Swarovski holiday campaign
Ariana Grande stars in Swarovski’s new “Party of Dreams” holiday campaign.


“I love how the campaign captures the festive spirit, and the film’s dynamic music video style brings it all together,” said Grande.

“It’s great to bring some joy and sparkle this holiday season, and I’m thrilled to continue this journey with Swarovski."


The ads feature Grande entering a nightclub “that embodies the essence of the Swarovski universe,” said the company, meeting a series of fashionable guests decked out in Swarovski jewels while they celebrate and dance.

Grande wears a couture look designed by Englebert with jewels from the “Swarovski Millenia” and “Matrix Crash” collections.

The guests’ looks were inspired by party goers from different eras, all coming together to celebrate.

“I had the pleasure not only to create the most fabulous party ever, but also to do it with the incredible Ariana Grande. We had an absolute blast bringing my vision to life,” said Englebert.

“Watching her embrace the joyful, contemporary glamour of Swarovski has been both an honor and pure joy. This has been a long-held dream finally coming to life in the most extravagant and vibrant way, bursting with creative energy, pop culture, and a shared desire to celebrate and spread some happiness to the holiday season.”

The campaign is being shared via social media, television, print, and other digital spaces.

Tiffany & Co.
Tiffany & Co. house ambassador Anya Taylor-Joy stars in the jeweler’s holiday campaign.

Anya Taylor-Joy Tiffany & Co. holiday campaign
Anya Taylor-Joy, a Tiffany & Co. ambassador, walks through New York City in the brand’s latest holiday campaign. (Image courtesy of Tiffany & Co.)


The campaign is a nod to the storied brand’s history and its hometown, New York City.

Taylor-Joy explores New York City while wearing Tiffany & Co.’s jewelry and a little black dress, showcasing New York “as the location where every act of love is celebrated, from timeless bonds to meaningful beginnings,” said the company.


Directed by Jonas Lindstroem, the actress walks through a vault-like door, a nod to the entrance of the Landmark flagship in New York City.

She walks over the Brooklyn Bridge wearing “HardWear by Tiffany” designs, ending up at the Landmark, and looking through its Fifth Avenue windows.

As vintage music plays in the background, Taylor-Joy looks over a snow-dusted city landscape.

The campaign also features a series of vignettes, photographed by Carljin Jacobs.

In these, Taylor-Joy wears designs from “T by Tiffany,” a New York City-inspired collection, and “Knot by Tiffany,” which symbolizes close connections.

The Tiffany & Co. holiday campaign is being shared via print, digital, and social channels.

 Related stories will be right here … 

Macy’s
Actress Allison Brie is the star of Macy’s new holiday campaign.

Though it’s not specifically a jewelry campaign, the retailer is No. 7 on National Jeweler’s “$100 Million Supersellers” list, having sold $1.48 billion worth of fine jewelry and watches in 2023.

Allison Brie Macy’s holiday campaign
Actress Allison Brie will front Macy’s holiday campaign as the “Macy’s Gift Guide.”



The campaign, titled “Macy’s Gift Guide,” reimagines a gift guide as a person, played by Brie, who is responsible for curating all things holiday. She can find you the perfect gift and give expert advice for hosting a party.

Actor Matt Bush plays the Gift Guide’s mentee, helping customers get to know her better.

“Macy’s Holiday campaign introduces Alison Brie as the Macy’s Gift Guide, offering customers a new, fun and personalized approach to discover the gifts and experiences only Macy’s can offer,” said Sharon Otterman, chief marketing officer at Macy’s.

“The campaign celebrates the joy of giving and creating lasting memories this holiday season. We’re thrilled to bring this campaign to life with Alison, who perfectly embodies the spirit and joy of Macy’s and the holiday season.”

 
Director Stacy Wall created a series of spots for the campaign, which take place inside of a “gift world,” featuring Macy’s design elements and a variety of gifts.

Brie said she was excited to work with the iconic retailer and be part of its holiday campaign.

“The holiday season holds a special place in my heart, filled with warmth, joy, and cherished moments with family and friends. Being able to capture that spirit and share it with everyone through this campaign has been an incredible experience,” said Brie.

As the Macy’s Gift Guide, Brie will make an appearance, alongside Bush, at this year’s Macy’s Thanksgiving Day Parade. Brie will cut the ribbon to kick off the 98th Parade.

The campaign will air via TV, digital, and social channels.

Zales
Though Zales’ new holiday campaigns don’t feature any stars, the retailer is introducing a celestial-themed collection in time for the holidays.

“Stellar Star” and “Whimly by Zales” will be released throughout the season, featuring on-trend jewelry designs.

Zales Stellar Star jewelry
Pieces from Zales’ new “Stellar Star” collection


The Signet Jewelers-owned banner has two new campaigns this season.

“Merry Me” is a celebration of the gifting season, said Zales, and reminds shoppers not to forget themselves when making their gift list.

It highlights a variety of fashion jewelry and inspires customers to express and celebrate their authentic selves, said Zales.

 
“’Tis the Season” is for modern brides, said the retailer, highlighting traditional weddings alongside intimate elopements to recognize younger couples redefining what love and marriage looks like.

The campaign will showcase Zales’ range of engagement rings and bands.

"At Zales, we believe that jewelry is more than just an accessory—it’s an expression of individuality," said Kecia Caffie, president of Zales.

"Our new holiday campaigns are created to inspire customers to confidently embrace who they are and celebrate their unique love stories in a way that feels authentic to them. Whether they’re gifting themselves or celebrating a modern take on love, we’re honored to be a part of those special moments."

The digital-first campaigns will be shared on Zales’ online platforms and social media as well as in Zales stores.

David Yurman and Pandora also enlisted the help of celebrity ambassadors for their recent holiday campaigns.

The Latest

Zoë Kravitz in Rush Hour Collection
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office Wear

The “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.

Gallet Flying Officer watch
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800s

Breitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.

Mediterranean Blue diamond
AuctionsMar 19, 2025
10-Carat Fancy Vivid Blue Diamond Expected to Sell for $20M

Dubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the Future

Supplier Spotlight Sponsored by GIA

Beck pieces created for residency at Trove
CollectionsMar 18, 2025
Beck Debuts New Collection as Trove’s Latest Designer-in-Residence

Rebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.

Weekly QuizMar 14, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
National Jeweler columnist Peter Smith
ColumnistsMar 18, 2025
Peter Smith: The Importance of Culture in Hiring

Smith explores why a qualified candidate might still not be right for the job.

Finks Jewelers Emmy award
Events & AwardsMar 18, 2025
Fink’s Jewelers Is Now a Regional Emmy Winner

The company and its marketing agency, Loudr, were recognized for the “Make You Dance” marketing campaign.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Citizen premiere
WatchesMar 18, 2025
Citizen Announces New Modern Luxury Watch Category

The “Series8” and “Attesa” collections will be grouped under Citizen Premier.

Borsheims Assistant IT Manager David Fager
MajorsMar 18, 2025
Borsheims Names New Assistant IT Manager

David Fager, a former systems engineer at the retailer, was promoted to the role.

The 2025 Gem Awards
Events & AwardsMar 17, 2025
Gem Awards Honor All Facets of the Industry

From retailers to designers and the media, the fine jewelry industry recognized one another’s work and looked to the future.

Eleanor H. Yeh GIA jewelry design
Events & AwardsMar 17, 2025
GIA Names Winner of Emerging Jewelry Design Talent Award

Eleanor H. Yeh is the recipient of the eighth annual Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.

 Joseph Cavalcante Tous managing director
MajorsMar 17, 2025
Tous Names U.S. Managing Director, VP

Joseph Cavalcante takes on the dual role as the Spanish jewelry brand looks to expand further into the U.S. market.

Continental Buying Group logo
Events & AwardsMar 17, 2025
CBG Expands Las Vegas Show to 3 Days

The trade show has also upgraded its venue to the Caesars Forum Conference Center.

Stafford’s Diamonds closing ad
IndependentsMar 14, 2025
Stafford’s Diamonds in Ohio to Close After 40 Years

The Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.

Alan Zimmer
Events & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter Award

Reeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.

Sorellina’s Aries Zodiac Pendant
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac Pendant

The piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.

Tanishq Atlanta store
MajorsMar 13, 2025
Tanishq Opens 2 New Stores in the U.S.

The Indian jewelry brand recently opened stores in Atlanta and Seattle.

Woman wearing Brilliant Earth jewelry
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement Recovery

CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

Chopard Insofu emerald collection
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Chris Anderson
MajorsMar 13, 2025
Jewelers Mutual Names New CFO, Treasurer

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.

Jewelers of America’s new natural and lab-grown diamond brochure
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

A rough diamond and a polished diamond
SourcingMar 12, 2025
5 Factors That Will Impact the Diamond Industry in 2025

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

New Gem & Jewellery Export Promotion Council Chairman Kirit Bhansali
SourcingMar 12, 2025
Q&A: New GJEPC Chairman Kirit Bhansali

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 12, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Diamonds Do Good honoree Govind Dholakia at medical camp
SourcingMar 12, 2025
Indian Leader, Retailer Among 2025 DDG Honorees

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

Marla Aaron Liberty London Shop-in-Shop
IndependentsMar 12, 2025
Marla Aaron Migrates to London

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy