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
Events & AwardsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
