SourcingNov 26, 2024
De Beers Stays With ‘A Diamond Is Forever’ for 2024 Holiday CampaignTechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video Campaign
The videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
The two campaign videos showcase jewels from the “Xpandable” and “Reversible Xpandable” collections. Pictured here is an Xpandable bracelet in one of the AI-generated videos.
Valenza, Italy—Picchiotti moved away from two-dimensional photos for its new campaign, creating a video campaign with the use of artificial intelligence (AI).
The “Spotlight” campaign, comprised of two videos, showcases the brand’s “Xpandable” and “Reversible Xpandable” collections in short films that utilized the latest AI technology to put the rings, bracelets, and earrings in motion across the globe.
By using this technology, the beauty, value, and functionality of the designs in the two collections are shown in exquisite detail, said Picchiotti.
“I have never been more excited about the future,” said Giuseppe Picchiotti, founder and lead designer of Picchiotti.
“For years, flat two-dimensional photographs have been the primary means of showcasing our jewelry. The new possibilities created by CGI [computer-generated imagery] and AI are exciting. The imagery for our new campaign is almost as breathtaking as the jewels themselves!”
The “Spotlight” campaign, comprised of two videos, showcases the brand’s “Xpandable” and “Reversible Xpandable” collections in short films that utilized the latest AI technology to put the rings, bracelets, and earrings in motion across the globe.
By using this technology, the beauty, value, and functionality of the designs in the two collections are shown in exquisite detail, said Picchiotti.
“I have never been more excited about the future,” said Giuseppe Picchiotti, founder and lead designer of Picchiotti.
“For years, flat two-dimensional photographs have been the primary means of showcasing our jewelry. The new possibilities created by CGI [computer-generated imagery] and AI are exciting. The imagery for our new campaign is almost as breathtaking as the jewels themselves!”
Both videos open the same way, with a scene of gemstones in space floating amongst stones. The brand explained it as an exploration of the intrinsic value of diamonds and colored gemstones since they originate from deep in the earth.
The scene continues as the gemstones travel through the air to Picchiotti’s atelier in Valenza, Italy and become pieces of fine jewelry.
The difference between the two videos is here, when the jewels turn into one of the two collections.
After they have transformed into a Picchiotti piece, with the addition of precious metals, the jewelry crosses the ocean to New York City’s fashion scene and floats on a stage to symbolize “the radiance of the spotlight they shine on the wearer,” said the brand.
Both videos end with the narrator saying, “Eternal radiance always puts you in the spotlight.”
The campaign celebrates the origin, craftsmanship, and luxurious ease of the “Xpandable” rings and bracelets that are meant to be comfortable for the wearer, and the versatility of the “Reversable Xpandable” bracelet and earring designs that can be flipped over to offer the look of two pieces in one.
“We wear fine jewelry to express something about ourselves, that we are worth it,” said Maria Carola Picchiotti, marketing director at Picchiotti.
“We gift fine jewelry as a lasting symbol of love that, like our affection, will stand the test of time. This feel-good factor is enhanced by singularity. Each diamond or precious gemstone is as unique as a snowflake. At Picchiotti, we invite you to celebrate your own uniqueness.”
The Spotlight campaign is appearing on television in specific markets, including Chicago; Pittsburgh; Jackson Hole, Wyoming; Dallas; Houston; and Tyson’s Corner, Virginia.
The campaign can also be viewed on the Picchiotti website.
More on Technology
The Latest
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
