The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
Tiffany Goes Gaga Again in New Ad Campaign
The new video for the “Believe in Love” campaign promotes Tiffany’s new engagement ring, set to a song Lady Gaga wrote for “A Star Is Born.”

New York—Tiffany & Co. is continuing its relationship with Lady Gaga, using one of the dozen songs the Academy Award winner penned for “A Star Is Born” in its new advertising campaign.
The video for the campaign—the latest in the “Believe in Love” line of ads, which promote Tiffany’s engagement rings—launched Monday and can be seen on the jeweler’s online channels as well as other digital media.
The campaign will run online only.
Designed to “capture the intimacy between two people,” each frame in the video is a close-up of a couple, focusing in on the Tiffany True engagement ring. The jeweler introduced True, its first new engagement ring design since 1999, late last year.
Lady Gaga’s song “Is That Alright?” serves as the soundtrack for the minute-long film.
WATCH: Tiffany’s Latest “Believe in Love” Advertisement
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This year, the singer-turned-actress wore the brand throughout awards season, as she and “A Star Is Born” were up for multiple awards.
Her red carpet looks included donning the 128.54-carat yellow Tiffany Diamond for the Academy Awards, where she performed and scooped up an Oscar for Best Original Song for “Shallow,” another song she wrote for the film.
It was the first time the cushion-cut stone, which was last worn by Audrey Hepburn when she was promoting “Breakfast at Tiffany’s,” was worn on a red carpet.
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