MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsApr 02, 2019
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.”
One of the images for the latest chapter in “Believe in Love,” the ad campaign Tiffany launched in fall 2017 to promote its engagement rings. This new version features 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
{youtube}J-eEG1vYYCo{/youtube}
Lady Gaga has been working with Tiffany for more than two years, first appearing in the “Legendary Styles” campaign and starring in the New York-based jeweler’s first Super Bowl commercial, which aired during Super Bowl LI in February 2017.
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.
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.
More on Majors
The Latest
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
