MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignMajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign
“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
One act in the “Joy: The Swarovski Musical” holiday campaign showcases Ariana Grande in a custom swan-inspired dress as a nod to the jeweler’s logo and prima ballerina Margot Fonteyn.
New York—Swarovski has revealed its latest campaign with ambassador Ariana Grande for the holiday season.
“Joy: The Swarovski Musical” is the jeweler’s “grand finale of 2026,” it said.
In it, Grande is the leading lady in a short film and imagery inspired by classic musical montages.
The holiday campaign spans three acts that bring the feeling of joy alive with drama, glamour, and action, said Swarovski.
Swarovski Global Creative Director Giovanna Engelbert created the holiday campaign.
“With Joy, I wanted to capture the magic of the holiday season, bringing together the glamour of classic musicals with a modern sense of fantasy, beauty, and joyful extravagance. Everything is larger than life, full of color and shining surprises,” said Engelbert.
“Joy: The Swarovski Musical” is the jeweler’s “grand finale of 2026,” it said.
In it, Grande is the leading lady in a short film and imagery inspired by classic musical montages.
The holiday campaign spans three acts that bring the feeling of joy alive with drama, glamour, and action, said Swarovski.
Swarovski Global Creative Director Giovanna Engelbert created the holiday campaign.
“With Joy, I wanted to capture the magic of the holiday season, bringing together the glamour of classic musicals with a modern sense of fantasy, beauty, and joyful extravagance. Everything is larger than life, full of color and shining surprises,” said Engelbert.
Grande is seen wearing four collections from Swarovski.
Fred Astair-inspired tailoring is adorned with pieces from the “Vienna” and “Millenia” collections, while the grace of English ballerina Margot Fonteyn is reimagined in the “Vienna” and “Mesmera” pieces.
Grande’s final look as a modern pop icon features the “Una” collection.
The Millenia and Vienna collections were paired to create a striking statement of heritage, creativity, and wonder, said Swarovski, as the Vienna pieces were inspired by the Swarovski swan logo.
Meanwhile, the Mesmera designs feature mixed crystal cuts for a “hypnotic take on holiday accessorizing,” and the Una collection plays with proportions in pieces that can be worn from day to night.
Swarovski’s signatures, from its octagon-shaped packaging and logo silhouette to its vibrant color branding and Swan logo, are all reimagined for the campaign through jewelry, fashion, and fantasy.
In one scene, pictured at the top of the article, Grande wears a custom Swan-inspired dress designed by Engelbert.
“Working with Ariana on this was an absolute dream. She brings such incredible talent, energy and magic to everything she does. We had so much fun creating this world together, and I hope everyone feels the same joy watching it as we did making it,” said Engelbert.
Christian Breslauer filmed the campaign video, while Mert & Marcus photographed the imagery.
Joy: The Swarovski Musical launched on Oct. 27.
It can be seen at Swarovski stores worldwide and on the Swarovski website.
Editors' Picks
Sponsored by
More on Majors
The Latest
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
