By Michelle Graff
Tiffany & Co. launched its latest marketing campaign, “Believe in Dreams,” by painting various New York City icons, like bodegas, its signature robin’s egg blue. The retailer will receive the 2019 Gem Award for Marketing & Communications.
New York—Tiffany & Co. has been added to the list of Gem Award winners for 2019.

Jewelers of America announced Tuesday that the New York-based jeweler will receive the Gem Award for Marketing & Communications at the 17th annual jewelry industry awards gala, which is scheduled to take place early next year.

While Tiffany has been a leader in jewelry marketing for decades, the retailer outdid itself with the spring 2018 “Believe in Dreams” campaign, JA President and CEO David J. Bonaparte said, describing it as “brilliant” as well as “fresh, focused and fearless.”

Believe in Dreams started with Tiffany painting objects closely associated with New York City life—like taxi cabs, bodegas and MetroCards (the passes used to ride the city’s subway system)—its signature blue and wiping its Instagram account clean of previous images and videos as it teased the social launch of the jewelry marketing campaign.

Elle Fanning fronts Believe in Dreams. The 20-year-old actress can been seen in advertisements across print and social, and stars in the campaign’s video, which opens with a nod to “Breakfast at Tiffany’s.”

Tiffany will be honored alongside Rolex U.S.A President and CEO Stewart Wicht, who is receiving the 2019 Gem Award for Lifetime Achievement, at the annual jewelry awards ceremony, as well as the nominees for excellence in media, jewelry design and retail, revealed live at the event.

The Gem Awards are scheduled for Friday, Jan. 11, at Cipriani 42nd Street in New York City. For more information, visit

National Jeweler is a for-profit subsidiary of Jewelers of America, which purchased the publication in 2015.

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