jewelry advertising has always been about more than just showcasing beautiful designs—it's about selling a dream, capturing emotion, and creating lasting impressions. over the decades, certain campaigns have stood out for their creativity, innovation, and cultural impact. let’s take a trip down memory lane and explore some of the coolest jewelry ads that have redefined the way we see, wear, and think about jewelry.
de beers: "a diamond is forever"
one of the most famous jewelry campaigns in history, de beers' "a diamond is forever" slogan was coined in 1947 by copywriter frances gerety. this campaign is credited with transforming the diamond engagement ring into an essential symbol of love and marriage. before this campaign, diamond engagement rings were not as popular. de beers convinced the world that diamonds were not just beautiful stones, but eternal symbols of commitment. this ad not only revolutionized the diamond industry but also created an everlasting link between diamonds and romance.
the success of this campaign led to the diamond becoming the most popular gemstone for engagement rings and set the stage for the modern jewelry marketing strategies we see today. the slogan was so powerful it’s still in use today, over 70 years later.
tiffany & co.: return to tiffany (1960s)
in the 1960s, tiffany & co. introduced their "return to tiffany" key tag collection, a line of silver jewelry featuring tags engraved with "please return to tiffany & co. new york." the campaign emphasized the brand’s history and luxurious roots in new york city. this collection was a game-changer in terms of accessibility, as it was more affordable than the high-end gemstones tiffany was traditionally known for, making the brand’s elegance accessible to a younger audience. the imagery was clean, minimalist, and chic, reinforcing tiffany’s position as an icon of timeless elegance.
the return to tiffany line helped position tiffany & co. as a brand that could offer luxury and elegance to a broader audience. It was one of the first examples of a high-end brand creating an "accessible luxury" line, a strategy many other brands would adopt in later decades.
van cleef & arpels: alhambra collection
van cleef & arpels launched its alhambra collection in 1968 with an ad campaign that presented the clover-shaped motif as a symbol of luck and happiness. this simple but elegant design became one of the most recognizable pieces of the brand’s identity. the campaign emphasized minimalism and a sense of timelessness that made the alhambra collection a favorite among fashion icons like grace kelly and elizabeth taylor.
the alhambra campaign reinforced the idea that luxury could be understated and accessible for everyday wear. it influenced the trend of minimalist, iconic motifs in jewelry that continue to be popular today.
david webb: bold statements
david webb’s ads in the 1970s took a bold, colorful approach to jewelry marketing, focusing on large, statement pieces made from gold, coral, diamonds, and enamel. the ads showed jewelry as a form of personal expression and power. his designs were embraced by high-society women like jacqueline kennedy onassis and elizabeth taylor, who were often featured wearing his striking pieces.
advertising pushed the boundaries of traditional jewelry design, inspiring future brands to embrace more daring and unique designs. he showed that jewelry didn’t always need to be delicate—it could also be bold, empowering, and full of character.
li furtado is the founder and creative director of CINCO. born in '82 in alentejo, portugal she graduated in geography from the university of coimbra. after working for 10 years as a consultant, she quit her job to follow her dream and love for fashion. with a creative and restless mind, she is driven by new ideas and her focus is to always have time to enjoy life with her family.
we independently evaluate all recommended products and services. if you click on links we provide, we may receive compensation.
