TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the HolidaysMajorsNov 10, 2025
Jewelers Focus on Love, Joy In 2025 Holiday Campaigns
Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
Seen at left is Anya Taylor-Joy starring in Tiffany & Co.’s “Love Is a Gift” campaign and at right is David Yurman’s “The Joy of Extraordinary Memories” campaign with Eiza González.
New York—The holidays are approaching, and jewelers are beginning to debut their campaigns themed for the season.
So far, Tiffany & Co., David Yurman, and Pandora have rolled out holiday campaigns, each complete with themes of gift giving, nostalgia, and feelings of love and joy.
Tiffany & Co.
So far, Tiffany & Co., David Yurman, and Pandora have rolled out holiday campaigns, each complete with themes of gift giving, nostalgia, and feelings of love and joy.
Tiffany & Co.
Tiffany & Co. ambassador Anya Taylor-Joy wearing pieces from the jeweler’s “HardWear” collection
The “Love Is a Gift” campaign imagery also includes Anya Taylor-Joy wearing pieces from the jeweler’s new “Bird on a Rock” collection.
Tiffany & Co.’s “Love Is a Gift” campaign stars brand ambassador and actress Anya Taylor-Joy as she unfurls a white satin ribbon that leads her on a journey from the jeweler’s home of New York City to London and Tokyo, ending back at the doors of “The Landmark.”
She witnesses intimate moments where Tiffany Blue boxes are exchanged and love is celebrated though the notion of Tiffany & Co. being the destination for extraordinary gifts and expressions of love, the brand said.
The theme of the campaign mirrors its title of Love Is a Gift, depicting various facets and expressions of adoration, from romantic to familial and self-love.
Taylor-Joy is seen in the “HardWear,” “Lock,” “T,” and “Knot” collections, as well as jewels from the new “Bird on a Rock” collection.
The campaign was shot in Los Angeles with film direction by Jonas Lindstroem and still imagery by Carlijn Jacobs.
It debuted on Oct. 28 and can be seen on Tiffany & Co.’s website and across its social media channels.
David Yurman
David Yurman’s “The Joy of Extraordinary Memories” campaign stars Eiza González wearing an array of pieces including the “Renaissance” pearl pendant and “Sculpted Cable” bracelets and rings.
Model Caroline Forsling is seen here wearing pieces from David Yurman’s “Mercer” collection, as well as a tennis bracelet and pavé pinky rings.
David Yurman’s holiday campaign, “The Joy of Extraordinary Memories,” stars brand ambassador Eiza González, a Mexican actress and singer.
The campaign is a celebration of the joy, intimacy, and emotion that define the holiday season, capturing how jewelry becomes part of the moments we treasure most.
It follows González as she revisits cherished memories sparked by a familiar melody, treasured photograph, or the glint of a beloved piece of jewelry.
Directed by Roman Coppola, the campaign featured González in David Yurman’s offerings including the “Sculpted Cable” and “Madison” collections.
“We wanted this campaign to feel deeply personal,” said Carolyn Dawkins, chief marking officer of David Yurman.
“The holidays are a time when memories feel especially vivid, and the act or memory of gifting jewelry often plays a powerful role in those stories.”
Along with the campaign, David Yurman will be transforming its 57th Street flagship in New York City into an immersive holiday destination in collaboration with scenographer Stefan Lubrina.
Lubrina brings a layered interpretation of the campaign’s core message while celebrating founders Sybil and David Yurman’s lifelong devotion to art to the spatial experience, it said.
David Yurman’s The Joy of Extraordinary Memories campaign debuted on Nov. 3 on the jeweler’s website and social media channels.
It will also appear in the brand’s advertising through the end of the year.
Pandora
The Pandora “More Than a Gift” campaign features new and existing designs like the organically shaped Heart pieces seen here.
The campaign includes Pandora’s new moon-themed charms in its “Moments” collection.
Seen here are holiday-themed charms by Pandora, including the new “Holiday Bell,” “Elf,” “Holiday Wreath,” and “Gingerbread Angel” charms.
Inspired by the feelings of connection, joy, and imagination, Pandora’s campaign invites meaningful exchanges grounded in personal connections that echo the brand’s mantra to “Be Love.”
The campaign was directed by Roman Coppola with photography by Craig McDean and Raymond Meir.
The video features The Beach Boys’ song “God Only Knows.”
Both new and existing designs are seen, including the brand’s lab-grown diamond offerings, pieces from its “Timeless” bow collection, and new editions of the moon-themed charms in the “Moments” collection.
“This collection invites people to pause, to dream, and to hold close the memories and moments that shape us,” A. Filippo Ficarelli and Francesco Terzo, Pandora’s senior vice president and creative directors, said in a joint statement.
“At the heart of this season is a feeling—not just of celebration, but of connection and reflection. We wanted to create a world where time slows down, where everything glows a little more softly and every piece feels like a quiet reminder of what matters most.”
The More Than a Gift campaign launched on Oct. 23 and can be seen on the Pandora website and social media channels.
Editors' Picks
Sponsored by
More on Majors
The Latest
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
CrimeOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
