For the first time, Tiffany & Co. is casting its advertising spotlight on the artisans behind its most iconic diamond ring, as part of a year-long campaign to illustrate why the globally recognized symbol of love and marriage – the Tiffany® Setting engagement ring – can only be found at Tiffany.
“When our founder Charles Tiffany introduced the Tiffany® Setting in 1886, he gave us not only a symbol of true love, but also an enduring reminder of our diamond heritage and reputation for craftsmanship,” said Caroline Naggiar, chief marketing officer of Tiffany & Co. “What better way to celebrate the 130th anniversary of this handcrafted ring than to honor its makers.”
The Tiffany & Co. ‘I Will’ ad campaign features testimony by the real artisans who hand cut, hand polish and handcraft each ring in an unparalleled tradition of excellence, just as it was done 130 years ago. Emphasizing what makes the Tiffany® Setting different from other six-prong engagement rings, the jeweler is reminding soon-to-be brides (and their prospective fiancés) that Tiffany rejects 99.96% of the world’s gem-grade diamonds, and that its superlative standards go beyond the 4Cs (Tiffany’s 5th C, Presence, grades a diamond’s brilliance, scintillation and dispersion). C, Presence, grades a diamond’s brilliance, scintillation and dispersion).
The campaign headlined with the declarative I WILL, followed by individual quotes that reveal the artisans’ deep sense of pride and dedication in creating Tiffany’s iconic diamond engagement ring, which can take a full year to craft. The quotes appear with an image of the Tiffany® Setting and acclaimed photographer Martyn Thompson’s striking black-and-white photographs of the artisans’ hands performing their time-honored tasks.