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.
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
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.
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.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
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.
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.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
