Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
TrendsJun 26, 2020
Buccellati’s New Ad Campaign is a Love Letter to Rome
The Buccellati-cut diamond, created in honor of the brand’s centenary, makes an appearance.
Journalist, documentary filmmaker and European aristocrat Beatrice Borromeo is the face of Buccellati’s latest campaign. Here she wears the Ramage collection.
Milan—Buccellati’s newest advertising campaign pays homage to its iconic Italian history.
The jeweler, based in Milan, shot its new ads in Rome at the Piazza di Spagna, Campo de’ Fiori and Piazza di Pietra.
Lensed by young British photographer Josh Olins, the black and white campaign stars Beatrice Borromeo, who, with her mixture of rich Italian heritage and modern artistry, was the perfect model, Buccellati said in an announcement.
Borromeo is the daughter of Count Carlo Ferdinando Borromeo and Paola Marzotta. She is also married to Pierre Casiraghi, the oldest son of Princess Carolina of Monaco.
A modern woman not content to stay within the confines of aristocracy, Borromeo is a journalist and documentary filmmaker, and a graduate of Columbia University in New York City.
Olins photographed Borromeo in jewels from a variety of Buccellati collections—Hawaii, Opera, Macri Classica, Macri and Ramage, as well as high jewelry.
Borromeo in the “Hawaii” collection
The campaign was shot in Rome, where Borromeo lived over a decade ago. Here she wears jewels from the “Macri Classica” range.
The “Macri” collection on a perfect Roman afternoon
Pieces from Buccellati’s high jewelry collection
She’s also pictured in jewelry featuring the Buccellati-cut diamond.
The stone was introduced in 2019 to celebrate Buccellati’s 100-year anniversary. The jeweler created the 57-facet diamond in conjunction with diamond company Taché Diamonds out of Antwerp, Belgium.
Buccellati said the diamond’s first sample took nearly a year of planning and experimentation to produce. It was crafted to optimize light, brilliance and fire.
According to the design house, GIA certified the Buccellati cut, comparing its unique structure to a flower.
The stone can be produced ranging from 0.5 to 2.39 carats with a D to G color grade, and VS2 to VVs1 clarity grade.
It’s featured in several Buccellati designs.
Spy it in the latest Buccellati ads, premiered this month through the company’s digital and social media channels, as well as a social media campaign with Vogue.
The campaign made its print debut in the May issues of Departures, Elle and Harper’s Bazaar. The company’s next batch of national ads will run in local media outlets in September and in print in November.
Buccellati’s workshops are up and running after shutting down earlier this year due to COVID-19.
More on Trends
The Latest
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
