Regardless of your industry, compelling visuals and creative copy are key to relaying memorable stories. In jewelry, driving home the emotion of gifting and receiving fine jewelry is a specialized affair.

When budgets are bigger, options get grander. Consider Signet Jewelry’s “Every Kiss Begins with Kay” campaign, which debuted in 2000. It continues to be fun, relevant, and remembered, which is why the Signet team keeps evolving its productions. Media reports of Tiffany & Co.’s masterfully executed collaboration with BLACKPINK’s Rosé, which began in 2021, boosted sales and followers, which is why the pop star remains an ambassador for the brand.

And edgy Brooklyn costume jewelry brand Alexis Bittar kicked off his brilliant Bittarverse, a mockumentary-inspired campaign with both real and fictional figures and influencers playing roles that poke fun at Manhattan and Hollywood elites.

Royal Chain

When it debuted last summer, the press gave it rave reviews: “It was a bold, satirical dive into the world of luxury, fashion, and personality-driven storytelling,” stated Influencer MarketingHub. “The campaign saw the jewelry brand take a step away from traditional ads, instead opting for an episodic, mockumentary-style series featuring some serious star power.”

It’s been so popular that the series continues today—catch its Mother’s Day post on @alexisbittar on Instagram.

For jewelry brands not up to productions of this magnitude, there’s plenty that can be done on a smaller but still entertaining scale.

Just look at the efforts of Rembrandt Charms, which forged a partnership with Team USA Alpine Ski Racer Tricia Mangan in early February this year. Considering Rembrandt’s home base in Buffalo, N.Y.—think lots of snow—the choice was logical.
“Rembrandt Charms is proud to announce its partnership with Tricia Mangan, Team USA Alpine Ski Racer and two-time Olympian,” the company announced on its Instagram account. “This collaboration marks an exciting step in strengthening Rembrandt Charms’ presence in the sports, lifestyle, and fashion industries.”

The brand also conducts quarterly photo sessions with in-house talent.

“It is very important to plan every detail as jewelry is a very detail-oriented product,” notes John Lavelle, marketing director. “Every angle, color, and prop needs to be scrutinized.”

When plans are in place, stories can quickly unfold. Just look to its “Fun Charm Friday” series on Instagram, which highlights super cute designs like lollipops and tarot cards—objects that you don’t see every day but inspire nostalgia or speak to hobbies (hello, astrology!).

“Personalized jewelry is more than just a trend—it’s a statement of individuality, sentimentality, and timeless style,” adds Lavelle. “With the personalized jewelry market projected to soar to an estimated $46.2 billion in 2025, there’s no better moment to embrace the power of customization.”

Assets are made available to all retail clients.

Aneri Jewels, too, conducts quarterly visual campaigns to “align with buying cycles and product launches,” explains Nancy Italia-Gajera, sales account director of the brand’s Bridal division. She and her team have crystal-clear plans to make every shoot count.

“It starts with clarity of vision, a strong mood board, and alignment across the product, styling, lighting, and setting,” she says. “Everything must reflect the brand’s DNA of timeless elegance, trust, and accessibility.”

Most of the work is done in house, but outside collaborations occur for bigger projects. For sure, clients benefit by getting access to “white background pack shots, lifestyle photography, short-form video, and social/email layouts tailored for plug-and-play use,” she adds.

           Aneri Jewels

The most important part of these efforts? Emotional impact.

Findings from the 2025 Plumb Club Industry and Market Insights report reveal that “successful social media campaigns are able to communicate that each piece of jewelry has a story behind it—whether it’s the inspiration, the craftsmanship, or the emotions it symbolizes,” according to its Influencer Marketing research. “By highlighting these stories through visually engaging posts, videos, and stories, brands can create emotional connections with consumers.”

“Does it tell a story, evoke desire, and make someone pause mid-scroll?” queries Italia-Gajera. “That’s what drives engagement.”