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
IndependentsFeb 19, 2026
Bailey’s Fine Jewelry Co-Founder ‘Mama Ann’ Bailey Dies at 100Raised in an orphanage, Bailey was 18 when she met her husband, Clyde. They opened their North Carolina jewelry store in 1948.
ColumnistsFeb 19, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
IndependentsFeb 19, 2026
Material Good Opens Third Location Material Good is celebrating its 10th anniversary as it opens its new store in the Back Bay neighborhood of Boston.
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.
Events & AwardsFeb 19, 2026
The Original Miami Beach Antique Show Returns in MarchThe show will be held March 26-30 at the Miami Beach Convention Center.
Weekly QuizFeb 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsFeb 18, 2026
Joanna Carson’s Jewels Head to AuctionThe estate of the model, philanthropist, and ex-wife of Johnny Carson has signed statement jewels up for sale at John Moran Auctioneers.
PodcastsFeb 18, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
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 18, 2026
Select Jewelry Inks Agreement to Distribute Lightweight Gold JewelryIt will lead distribution in North America for Graziella Braccialini's new gold pieces, which it said are 50 percent lighter.
Policies & IssuesFeb 18, 2026
Community for Ethical Jewelry Looks for Executive DirectorThe organization is seeking a new executive director to lead it into its next phase of strategic growth and industry influence.
Events & AwardsFeb 18, 2026
DCA to Host Gemstone Selling Education Session at IJO EventThe nonprofit will present a live, two-hour introductory course on building confidence when selling colored gemstones.
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
