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.
The Latest
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
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.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
Weekly QuizAug 27, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
FinancialsAug 27, 2026
Movado’s Q2 Sales Up As Younger Consumers Take Interest in WatchesThe fashion watch category was once threatened by the Apple Watch, but consumers are now opting for new wearables, said Movado’s CEO.
SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
