FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
MajorsFeb 01, 2017
Tiffany Will Run a Super Bowl Ad This Year
Lady Gaga, who is also the halftime entertainment, will star in the spot, which is a first for the iconic jeweler.
A behind-the-scenes shot from the filming of Tiffany’s new Legendary Style campaign featuring Stefani Germanotta, a/k/a Lady Gaga. (Photo courtesy of Tiffany & Co.; Photo credit: Hanna Besirevic)
New York--After rolling out its first ad featuring a same-sex couple in 2015 and loosening the reins on its distribution network in 2016 by selling on Net-a-Porter, Tiffany & Co. is trying something else new.
Come this Sunday, the jeweler will run the first Super Bowl commercial in its 179-year history.
The 60-second spot will star singer Lady Gaga--who also happens to be this year’s Super Bowl halftime entertainment--and promote a new collection that Tiffany plans to launch in the spring.
A Tiffany spokesperson said the ad will air before halftime in 10 markets and be available during and after the game on Tiffany’s website.
Tiffany declined to say how much it spent on the minute-long spot, though it certainly did not come cheap. The Super Bowl regularly draws more than 100 million viewers, and advertisers pay millions to reach that vast audience, with Variety reporting that Fox Sports was going to ask more than $5 million for a 30-second spot for this year’s big game.
Tiffany’s Super Bowl ad is part of a larger, new partnership between the New York-born jeweler and the New York-born singer.
Lady Gaga, whose real name is Stefani Germanotta, is the face of Tiffany’s latest Legendary Style advertising campaign. The Gaga-fronted campaign is designed to promote the jeweler’s new collection, Tiffany HardWear.
Set to launch in the spring, HardWear features 18-karat gold and sterling silver earrings, rings, necklaces and pendants that were inspired by a unisex bracelet that Tiffany first made in 1971.
Tiffany described the line as “urban and elegant.”
The jeweler’s in-house team worked with stylist Grace Coddington to create the campaign, which was shot by David Sims. It will appear in print and digital channels throughout the spring.
The collection itself will be available on Tiffany’s website beginning May 2 and in stores worldwide on April 28.
The premiere of the campaign promoting HardWear will be the 60-second film that airs during the Super Bowl; that film will remain on all Tiffany digital channels following the game.
Super Bowl LI is scheduled to take place Sunday in Houston, with the New England Patriots taking on the Atlanta Falcons.
Editors' Picks
Sponsored by
More on Majors
The Latest
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
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.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship WinnersThe organization has awarded a total of $42,000 through its scholarship programs this year.
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging DesignersThe winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright BaublesAs summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in QueensMoshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
