Why do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
See Tiffany’s Magical Holiday 2018 Ads
It’s the latest installment of the “Believe in Dreams” marketing campaign, which has earned the jeweler accolades.
New York—Tiffany & Co. has rolled out the holiday 2018 edition of its “Believe in Dreams” marketing campaign.
Launched this week, the campaign’s video and still images star actress Zoё Kravitz as a Tiffany sales associate, who, upon falling asleep, enters a magical Tiffany workshop staffed with style icons and celebrities acting as craftspeople, such as models Naomi Campbell, Karen Elson and Xiao Wen Ju.
The all-ages group enjoys a tea party to the tune of Aerosmith’s “Dream On,” until Kravitz wakes.
Like the jeweler’s spring 2018 “Believe in Dreams,” campaign, which starred Elle Fanning, the spot mixes Tiffany’s iconic status with over-the top whimsy and modern, surprising elements, from its choice of music to its selection of the tattooed Kravitz as the lead.
The holiday commercial spotlights jewelry from various Tiffany collections, including Paper Flowers, Keys, T and Return to Tiffany.
Tiffany enlisted Mark Romanek, the vision behind Beyonce’s multimedia “Lemonade” album, to direct.
To coincide with the campaign, Tiffany’s has created an open-to-the-public workshop in its New York City flagship, where the work of jewelers, stone-setters and engravers will be on display until the new year.
“Believe in Dreams,” a marketing campaign that at one point saw Tiffany “paint” New York City Tiffany Blue, has earned the company a Gem Award, to be given in January.
See the latest installment in the award-winning campaign below.
The Latest
The “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
The annual list recognizes young professionals making an impact in jewelry retail.
Despite the rising prices, consumers continue to seek out the precious metal.
Owner David Mann is heading into retirement.
While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
Christie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
Retailers can customize and print the appraisal brochures from their store.
The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
The site has been down since Thursday evening, just ahead of its spring auctions.
The late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
Three fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
Kimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
As a token of womanhood, this necklace depicts when Venus was born from the sea.
Show your mother some love with a piece of fine jewelry.
The company’s Easton location will remain open.
Brian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
Sponsored by the Las Vegas Antique Jewelry and Watch Show
Tobak, author of “Ice Cold: A Hip-Hop Jewelry History,” shares how the exhibition came to be, and the pieces people may be surprised to see.
Stars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
The branded jewelry market is thriving, said Richemont Chairman Johann Rupert.
The six designers, all participants in the show’s Diversity Action Council mentorship program, will exhibit in Salon 634.
The highlight of his collection is the coveted Patek Philippe Grandmaster Chime, which could sell for up to $5 million.
The “Venetian Link” series modernizes the classic Veneziana box chain in its bracelets and necklaces.