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.
More on Majors
The Latest
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
