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
AuctionsDec 01, 2025
Christie’s Presents ‘Splendor & Style’ CollectionThe single-owner collection includes one of the largest offerings of Verdura jewels ever to appear at auction, said Christie’s.
IndependentsDec 01, 2025
Lustig Jewelers’ New Owner Is a Fellow Chicago JewelerMichael Helfer has taken the reins, bringing together two historic Chicago jewelry names.
FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
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.
TrendsNov 26, 2025
Piece of the Week: Rosior’s Pumpkin RingRosior’s high jewelry cocktail ring with orange sapphires and green diamonds is the perfect Thanksgiving accessory.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsNov 26, 2025
Greenwich St. Jewelers Launches Colorful Holiday CampaignThe “Embrace Your True Colors” campaign features jewels with a vibrant color palette and poetry by Grammy-nominated artist Aja Monet.
Events & AwardsNov 26, 2025
Grandview Klein Presents 4 Scholarships in NamibiaThe company gave awards to four students at the Namibia University of Science & Technology, including one who is a Grandview Klein employee.
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.
IndependentsNov 25, 2025
Pearl Stringer Margaret Hoisik DiesShe is remembered as an artist who loved her craft and was devoted to her faith, her friends, and her family.
SourcingNov 25, 2025
Finestar Opens Diamond Manufacturing Facility in JohannesburgIt joins the company’s other manufacturing facilities globally, including in India, Botswana, and Namibia.
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
IndependentsNov 24, 2025
J.R. Dunn Jewelers Names New PresidentSecond-generation jeweler Sean Dunn has taken on the role.
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
