SourcingFeb 04, 2025
New Deal With Botswana Is Done, De Beers Confirms The agreement will allocate an increasing proportion of the country’s rough diamonds to the government of Botswana over the next decade.
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.
Editors' Picks
Sponsored by
More on Majors
The Latest
Events & AwardsFeb 04, 2025
Van Cleef & Arpels’ Astronomy-Inspired Jewelry to Land at AMNH“Cosmic Splendor: Jewelry From the Collections of Van Cleef & Arpels,” opens April 11 at the American Museum of Natural History.
SurveysFeb 04, 2025
Valentine’s Day Jewelry Spending Forecast to Hit Record High, Says NRFThose celebrating Valentine’s Day this year are expected to spend a record $27.5 billion on jewels, flowers, candy, and more.
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored GemsColored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
EditorsFeb 03, 2025
Best Jewelry Moments From the 2025 Grammy Awards From Lady Gaga’s 1930s Tiffany & Co. necklace to Taylor Swift’s “T,” Michelle Graff recaps the night’s most memorable jewelry looks.
Weekly QuizJan 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsFeb 03, 2025
Q&A: 5 Jewelry Designers on Shopping the 2025 Tucson Gem ShowsA group of creatives talked to Associate Editor Lauren McLemore about their approach to the annual Tucson gem, mineral, and fossil shows.
AuctionsJan 31, 2025
Elizabeth Taylor’s Diamond Bracelet Outshines Estimate at U.K. AuctionThe auction also featured the sale of a Cartier necklace made when Egyptomania was sweeping Great Britain.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
CollectionsJan 31, 2025
Piece of the Week: Lalaounis’ Good Luck Charm for 2025The “Blossom Rosette” blooms with love, beauty, and hope for the year ahead.
IndependentsJan 31, 2025
Harvey Rovinsky, Longtime Owner of Bernie Robbins Jewelers, Dies at 77Rovinsky is remembered as a great mentor who made the employees of his stores feel like family.
Events & AwardsJan 31, 2025
Facets of Fire Has a Diamond Challenge for RetailersFor every jeweler who tries their luck, the company will make a donation to Jewelers for Children.
MajorsJan 30, 2025
WJA Chapter Leaders Resign as Fallout From DEI Remarks SnowballsThe boards of at least five chapters have resigned in response to controversial statements the WJA national board president made last month.
Policies & IssuesJan 30, 2025
RJC Executive Director Melanie Grant Is Stepping Down An experienced jewelry writer and curator, Grant led the organization for two years.
CollectionsJan 30, 2025
Pharrell Williams Brings Tahitian Pearls to His New Tiffany & Co. CollectionFive new designs were added, all donning Tahitian cultured pearls and spear-like trident motifs, along with the new “Titan” setting.
Events & AwardsJan 30, 2025
Registration Open for Converge 2025The inaugural event is being co-hosted by the American Gem Society and the Gemological Institute of America.
MajorsJan 30, 2025
24 Karat Club of New York Elects 5 New MembersJewelers of America’s Annie Doresca and AGTA CEO John W. Ford Sr. are among the new members.
CollectionsJan 29, 2025
Boucheron’s High Jewelry Takes the Form of ‘Untamed Nature’The jeweler’s latest high jewelry collection looks into the Boucheron archives to create a “living encyclopedia of high jewelry.”
FinancialsJan 29, 2025
LVMH Watch, Jewelry Sales End the Year DownWatch and jewelry sales slipped 3 percent in 2024, though the luxury conglomerate did see business pick up in the fourth quarter.
MajorsJan 29, 2025
Chanel Names New General Manager of Watches, Fine Jewelry for USOlivier Kessler-Gay will take over the role on March 3.
SurveysJan 29, 2025
Consumer Confidence Slips for Second Consecutive Month It hit a four-month low in January due to concerns about the job market, though consumers remain bullish about the stock market.
Events & AwardsJan 29, 2025
Chris Ploof To Teach Mokume Gane at AJSThe jewelry designer and master metalsmith will present on the ancient Japanese metalworking technique at the Atlanta Jewelry Show in March.
SourcingJan 28, 2025
WFDB Joins Efforts to Promote Natural Diamonds With New CampaignThe “Moments” social media campaign emphasizes the emotional ties between natural diamonds and life’s special milestones.
CollectionsJan 28, 2025
Bliss Lau Celebrates the Intricate Mosaic of Identity in New CollectionThe versatile “As We Are” collection features 14 pieces with interlocking designs allowing for 27 different looks worn around the body.
SourcingJan 28, 2025
Botswana’s First Olympic Gold Medalist Is Now a De Beers Ambassador Letsile Tebogo will help to promote natural diamonds and the good they have done for his country.
Events & AwardsJan 28, 2025
NouvelleBox Show Returns to New York CityThe showcase, in its second year, will feature more than 20 international brands at its curated event from Feb. 2-4.
Recorded WebinarsJan 28, 2025
Watch: Fine Jewelry Market Predictions for 2025 “My Next Question” guests Sherry Smith and Edahn Golan share their 2025 forecasts, from sales and marketing to what retailers should stock.
Events & AwardsJan 28, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
