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 “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.
The Latest

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.


While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

Emmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

As demand for custom jewelry grows, the company is expanding its services to support retailers.

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The organization elected its youngest vice president as it looks to draw in fresh talent.

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

Sponsored by The INSTORE Jewelry Show 2025

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.