Diamond jewelry was the star of the event formerly known as the SAG Awards.
See Tiffany’s Magical Holiday 2018 Ads
It’s the latest installment of the “Believe in Dreams” marketing campaign, which has earned the jeweler accolades.

New York—Tiffany & Co. has rolled out the holiday 2018 edition of its “Believe in Dreams” marketing campaign.
Launched this week, the campaign’s video and still images star actress Zoё Kravitz as a Tiffany sales associate, who, upon falling asleep, enters a magical Tiffany workshop staffed with style icons and celebrities acting as craftspeople, such as models Naomi Campbell, Karen Elson and Xiao Wen Ju.
The all-ages group enjoys a tea party to the tune of Aerosmith’s “Dream On,” until Kravitz wakes.
Like the jeweler’s spring 2018 “Believe in Dreams,” campaign, which starred Elle Fanning, the spot mixes Tiffany’s iconic status with over-the top whimsy and modern, surprising elements, from its choice of music to its selection of the tattooed Kravitz as the lead.
The holiday commercial spotlights jewelry from various Tiffany collections, including Paper Flowers, Keys, T and Return to Tiffany.
Tiffany enlisted Mark Romanek, the vision behind Beyonce’s multimedia “Lemonade” album, to direct.
To coincide with the campaign, Tiffany’s has created an open-to-the-public workshop in its New York City flagship, where the work of jewelers, stone-setters and engravers will be on display until the new year.
“Believe in Dreams,” a marketing campaign that at one point saw Tiffany “paint” New York City Tiffany Blue, has earned the company a Gem Award, to be given in January.
See the latest installment in the award-winning campaign below.
The Latest

Consumers were somewhat less worried about the future, though concerns about rising prices and politics remained.

Foerster is this year’s Stanley Schechter Award recipient.

Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.

Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.


Chicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.

Owners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.

With refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.

The “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”

The jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.

The update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.

Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.

Each received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.

Catherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.

We asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.

Experts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.

Beth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”

Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.

The Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.

The campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.

Rachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.

After the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.

The industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.

The vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.

Former Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.

Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.

The April event will feature a new VIP shopping day requiring a special ticket.






















