TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorTrendsMar 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.”
The campaign gives an inside look at three defining techniques for the brand. Founder Marco Bicego is seen left selecting colored gemstones and an artisan is seen right using a bulino tool to engrave a piece with texture.
New York—Marco Bicego has released its new brand campaign for 2026, “The Art of Craft.”
Following the jewelry brand’s 25th anniversary last year, the campaign marks a new chapter that focuses on strengthening what sets it apart, offering jewels that are 100 percent made in Italy with distinctive artisanal techniques.
The hero message of the campaign is “Identity Creates Value.”
“True value lies in authenticity, in the beauty that comes from the hands, and in jewelry that is instantly recognizable for its unique character,” said the company.
The collection is split into two complementary pillars—“The Art of Craft” and “The Signatures.”
The Art of Craft pillar is a storytelling series that is dedicated to the artisanal techniques and craftsmanship behind Marco Bicego jewelry and highlights the savoir-faire that turns precious materials into the brand’s distinctive creations.
It explores three defining techniques—coil, engraving, and gem selection.
Following the jewelry brand’s 25th anniversary last year, the campaign marks a new chapter that focuses on strengthening what sets it apart, offering jewels that are 100 percent made in Italy with distinctive artisanal techniques.
The hero message of the campaign is “Identity Creates Value.”
“True value lies in authenticity, in the beauty that comes from the hands, and in jewelry that is instantly recognizable for its unique character,” said the company.
The collection is split into two complementary pillars—“The Art of Craft” and “The Signatures.”
The Art of Craft pillar is a storytelling series that is dedicated to the artisanal techniques and craftsmanship behind Marco Bicego jewelry and highlights the savoir-faire that turns precious materials into the brand’s distinctive creations.
It explores three defining techniques—coil, engraving, and gem selection.
“The Art of Coil” showcases the coil technique in which ultra-fine 18-karat gold strands are spiraled around a golden core for collections like “Marrakech” and “Masai.”
“The Art of Engraving” dives into the traditional hand-engraving method that gives the brand’s jewelry its distinctive texture via a bulino tool.
“The Art of Gems Selection” explains Marco Bicego’s curated approach to colored gemstones, which celebrates the individuality and natural beauty of each stone.
The imagery and video assets feature founder Marco Bicego and the artisans behind the jewelry while offering an inside look at the brand’s craftsmanship.
The second pillar of the campaign focuses on The Signatures, the brand’s iconic collections that have defined it for the last more than two decades.
This pillar builds on the “25 Best” campaign that debuted last year with additional imagery.
Both pillars are built on a cohesive narrative that bridges heritage and contemporary expression.
The Art of Craft campaign debuted on March 17 and can be seen on the Marco Bicego website, social channels, and newsletter.
Editors' Picks
Sponsored by
More on Trends
The Latest
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
