The Tiffany & Co. 'I Will' ad campaign features testimony by the real artisans who hand cut, hand polish and handcraft each ring.

January 19, 2016

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.”

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.






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