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 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, 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.
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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.
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.
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.
