The jewelry marketing campaigns that shaped the category sold a belief, not a product. De Beers made the diamond engagement ring a custom, Cartier and Chopard tied jewelry to romance and cinema, Kay and Jared turned jingles into brands, and Blue Nile, Mejuri and Lightbox changed how and why people buy. This guide covers 12 campaigns with sourced details and the lesson in each. Company-reported figures are labeled as such.
Last updated October 13, 2026. For the wider category, see how jewelry brands use marketing, jewelry public relations and the 25 luxury digital marketing campaigns.
Which jewelry campaigns used stars and cultural moments?
Four campaigns tied jewelry to the people and events audiences already watched.
1. Harry Winston, the first Oscars loan, 1944
Harry Winston invented the red-carpet loan. In 1944 he arranged with producer David O. Selznick to provide diamonds to Jennifer Jones, a first-time nominee who won best actress for The Song of Bernadette, according to Vogue as quoted by Legacy.com. Winston also staged publicity around his stones: he shipped the Jonker diamond by U.S. mail for 64 cents and toured his "Court of Jewels" exhibition across North America for five years, the Philippine Star reported, before donating the Hope Diamond to the Smithsonian in 1958.
Lesson: lending a piece to the right person on the right night is cheaper than advertising and more believable.
2. Cartier, the Love bracelet, 1969
Cartier sold a bracelet as a ritual between two people. Designer Aldo Cipullo created the Love bracelet at Cartier's New York mansion in 1969, with a screwdriver supplied at purchase, as Vicenzaoro recounted. Elle reports that Cartier gave pairs to famous couples including Elizabeth Taylor and Richard Burton at launch, and 1stDibs notes a publicity campaign involving couples such as Nancy and Frank Sinatra. Elle also says the bracelet was the most Googled piece of jewelry in the world in a recent year. These origin stories are partly legend, so treat the details as reported.
Lesson: a product with a built-in ritual gives customers a story to tell.
3. Chopard, the Palme d'Or and the Red Carpet, 1998
Chopard became the jeweler of Cannes. Co-president Caroline Scheufele redesigned the Palme d'Or in 1998 at the request of festival president Pierre Viot, which began the partnership, Chopard said. The trophy uses 118 grams of 18-carat ethical gold and has been made from Fairmined-certified gold since 2014, per Watch I Love. Each year Chopard also unveils a Red Carpet Collection with as many pieces as the festival's edition number, Euronews noted.
Lesson: owning the prize, not just sponsoring the party, makes a jeweler part of the event.
4. Tiffany & Co., About Love, 2021
Tiffany's About Love campaign used Beyoncé and Jay-Z to renew a heritage brand after LVMH bought it. The August 2021 campaign was the first time the couple appeared together in a campaign, and the 128.54-carat Tiffany Diamond was worn in a campaign for the first time, FashionNetwork reported. It was set against Jean-Michel Basquiat's 1982 painting Equals Pi, and Tiffany pledged $2 million to scholarship and internship programs for historically Black colleges and universities.
The campaign drew criticism too. Social media pointed to the diamond's 1877 South African origin, and Beyoncé said she was disappointed and angry that she was not made aware of questions about its history, B&T reported. The Drum described the campaign as part of a reinvention strategy to future-proof the brand.
Lesson: a celebrity reinvention buys reach and risk together, so research the history of every object in the frame.
Which jewelry campaigns created or reshaped demand for the diamond?
Three campaigns defined what a diamond means, and what it means when it is made in a lab.
5. De Beers, A Diamond Is Forever, 1947
De Beers hired the ad agency N.W. Ayer in 1938 to make Americans fall in love with diamond engagement rings, which meant selling a category instead of a brand. Copywriter Frances Gerety suggested the line "A Diamond Is Forever" at a routine morning meeting in 1947, and it first appeared in a 1948 ad and has appeared in every De Beers engagement ad since, according to The Marketing Society. Advertising Age named the line the slogan of the century in 1999.
Lesson: when a category has a demand problem, a single emotional line repeated for decades can do more than any product claim.
6. De Beers, Lightbox, 2018
De Beers launched a lab-grown brand that did not use its name. Lightbox sold pink, blue and white lab-grown stones at $800 per carat, with De Beers' name left out of the advertising, JCK reported. Marketing head Sally Morrison said consumer research showed shoppers wanted lab-grown diamonds for less serious occasions, "more fashion, more fun." De Beers executive David Prager said that "love, commitment, forever" are not grown in a lab. It sold online from September 2018, Rapaport reported.
Lesson: a company can protect a premium brand by launching a new category under a separate name with a different job.
7. Pandora, Pandora Brilliance, 2021
Pandora made its sourcing the campaign. On May 4, 2021 the company announced it would no longer use mined diamonds and unveiled Pandora Brilliance, a lab-grown collection that launched in the U.K. on May 6, with a global rollout planned for 2022, according to Green Matters. Pandora said the diamonds were grown with an average of 60% renewable energy, and CEO Alexander Lacik told the BBC that lab-grown diamonds cost about a third of mined stones, as ABC7 summarized.
Lesson: a sourcing decision can be a launch story when the brand says plainly what changed and why.
Which jewelry campaigns turned a slogan into a brand?
Two Signet chains show that a sound can last longer than a visual, and when to retire it.
8. Kay Jewelers, Every Kiss Begins with Kay, 2000
Kay's tagline is one of the best-known in jewelry, and its owner still calls it foundational. Kay debuted its "Every Kiss" ads in 2000, with Stern Advertising developing the tagline, according to Signet marketing executive Erica Scott in JCK. For the holidays and the 2024 engagement season, Kay refreshed the campaign with director Nabil Elderkin and experts from Avatar: The Way of Water to film a couple kissing underwater.
Lesson: a recognizable jingle lets a brand modernize its imagery without changing its name.
9. Jared, He Went to Jared to Dare to Be Devoted, 2001 to 2018
Jared retired one of the best-known slogans in jewelry. The trademark lists first use of "He Went to Jared" in 2001, and in 2015 YouGov reported that Jared's brand awareness was even higher than sister chain Kay's, JCK reported. On November 5, 2018 the agency McKinney launched "Dare to Be Devoted," a campaign aimed at millennials that features same-sex and interracial couples, according to the 4A's release. Stern Advertising, which was credited with both the Kay and Jared slogans, lost the accounts that year.
Lesson: a famous slogan can limit a brand's audience, and retiring it is a risk that only makes sense with a clear new target.
Which jewelry campaigns changed how people buy?
Three companies sold jewelry in a new way: online, by origin, and by weekly drop.
10. Blue Nile, online diamonds, 1999
Blue Nile proved that people would buy engagement rings online. Mark Vadon founded it in 1999 after buying a ring on the web, and the company raised $76 million in its May 18, 2004 IPO, according to Wikipedia. In 2006 it sold $197 million in engagement rings and wedding bands, compared to $186 million for Tiffany, per the same source. Signet bought Blue Nile in August 2022 for $360 million, IDEX reported.
Lesson: transparent prices and grading reports can make a high-trust purchase work online.
11. Brilliant Earth, Beyond Conflict Free, 2005
Brilliant Earth sold origin as the product. Stanford classmates Beth Gerstein and Eric Grossberg founded it in 2005 as a socially conscious diamond e-tailer, and it markets diamonds as ethically sourced and "Beyond Conflict Free," JCK reported, including more than 10,000 blockchain-enabled diamonds tracked with Everledger. It priced its September 2021 IPO at $12, below the expected range, raising about $100 million, according to Renaissance Capital.
Lesson: answering "where does it come from" can be a brand for a generation of buyers.
12. Mejuri, weekly drops and self-purchase, 2015
Mejuri sold fine jewelry to the women wearing it. Noura Sakkijha and Maj Masad launched it in 2015 and updated the collection every Monday, using social media and micro-influencers, BetaKit reported. The company said sales grew 400% year over year and that it had more than 244,000 organic Instagram followers when it raised a $5 million Series A. Its 2019 $23 million round targeted female self-purchasers, Rapaport reported. These are company figures.
Lesson: a regular drop makes fine jewelry feel like a habit, not an occasion.
What do the strongest jewelry campaigns share?
The strongest jewelry campaigns attach the product to an emotion and then repeat it. De Beers tied diamonds to forever, Cartier tied a bracelet to a ritual, Chopard tied gold to cinema, and Mejuri tied jewelry to a weekly habit. Each also built on an asset the brand already owned, such as a slogan, a trophy, a famous stone or a supply chain. Many figures above are the companies' or agencies' own.
A jewelry marketing team should pick the one belief the brand can repeat for years and test every new execution against it.
