Holiday Campaigns, Windows Center on Jewelry-Inspired Nostalgia

By Karen Dybis | November 25, 2025

In this year’s holiday campaigns, catalogs, and retail window displays, jewelers are focusing their messaging on nostalgia, exploration, and making new memories with jewelry.

Leading brands such as David Yurman, Boucheron, and Tiffany & Co. have a common theme in their campaigns: Jewelry cements a moment in time, whether as a gift or self-purchase.

Meanwhile, retailers from Greenwich St. Jewelers in New York City to Michigan’s Thistle & Bess are showing in their holiday catalogs and windows how colored gemstones, shopping for those you love, and whimsy make the holidays special.

Here are some highlights of the season.

David Yurman holiday window — *A holiday window at the David Yurman flagship in Manhattan, designed by scenographer Stefan Lubrina*

David Yurman
The New York City–based jeweler’s holiday campaign and windows to match at its 57th Street flagship store are both designed to tap into that feeling of nostalgia, says scenographer Stefan Lubrina, who created the windows.

Print ads, social media, and a Roman Coppola–directed film in the new “The Joy of Extraordinary Memories” campaign follow actress Eiza González, David Yurman’s global brand ambassador, as she revisits cherished memories, each one sparked by a song, photography, or piece of David Yurman jewelry.

Lubrina says he brought the theme into the boutique’s windows and inside the store while also honoring the brand’s origin story—David and Sybil Yurman are both artists by trade—and showing its connection to the city and the couple’s jewelry legacy.

“I designed it as a giant architectural model, rendered entirely in a monochrome Celadon green, the most beautiful color to accompany a snowy winter,” Lubrina tells JCK. “Within this green landscape, the jewelry glows—flashes of gold, silver, and light scattered like snowflakes. All around, green gift boxes dusted with snow add a touch of lightness and a slightly naive joy that I truly love—an essential emotion for this season.”

BONCHERON WINTER WONDERLAND MINA — *Japanese singer Mina, a Boucheron ambassador, wears Serpent Bohème Diamant pieces in white gold with diamonds and aquaprase.*

Boucheron
Those who are bold enough to explore will find an enchanted world—and diamond-studded jewelry within it. That’s the idea behind Boucheron’s 2025 holiday campaign.

The jewelry house worked with its international ambassadors—actors Daisy Edgar-Jones, Han So-hee, and Dilan Çiçek Deniz and K-pop star Mina—on print ads and social media, with each woman inhabiting her own nature-themed wonderland. For example, Edgar-Jones appears in a frosted landscape while Deniz is in a dreamy desert.

The images also highlight Boucheron’s signature jewelry collections, including Quatre, Serpent Bohème, and Plume de Paon.

Tiffany Holiday 2025 — *Anya Taylor-Joy travels the world and sees Tiffany Blue everywhere she goes in the venerable U.S. jewelry house’s 2025 holiday campaign.*

Tiffany & Co.
Brand ambassador Anya Taylor-Joy stars in Tiffany’s 2025 holiday campaign, titled “Love Is a Gift” and centered on a film, still photography, and social media showing the actress traveling around the world throughout the season.

From New York to London to Tokyo, Taylor-Joy sees people receiving Tiffany blue boxes in moments of love and celebration—from romantic to familial to self-gifting. At the jeweler’s Fifth Avenue flagship, the Landmark, she says: “And whether shared with another or with ourselves, love, in all of its facets, is the most precious gift of all.”

Taylor-Joy wears designs from the new Bird on a Rock collection as she unfurls the white satin ribbon—the campaign’s central motif—around a Tiffany box. She also sports Tiffany icons such as Knot, Lock, and HardWear in the campaign.

Greenwich St holiday — *Greenwich St. Jewelers’ holiday catalog showcases such brands as Single Stone, Sylva & Cie, and the store’s own Diamonds by G.St., along with colorful gemstones and a feeling of gratitude.*

Greenwich St. Jewelers
With the Manhattan retailer’s 2025 holiday catalog, store co-owners (and sisters) Jennifer Gandia and Christina Gandia Gambale invite people to slow down, return to what feels real, and look at jewelry as artwork that brings joy, connection, and a sense of beauty to the season.

They partnered with poet aja monet, adding her words alongside the jewelry selections in the catalog to give voice to that ephemeral holiday spirit.

Greenwich St. will celebrate its 50th anniversary in 2026, and Gandia and Gambale said in a holiday press release that they are filled with gratitude for the community their family has built through the store and the meaning and memories created by jewelry.

Thistle Bess holiday window — *The streetscape in Thistle & Bess’ holiday window*

Thistle & Bess
A different kind of nostalgia is associated with the Ann Arbor, Mich., jewelry store’s beloved holiday window this year: It is the last creation by team member Ellie Behm, who has finished college and moved to Boston.

Behm and store owner Diana Marsh started working on the window in March, prior to Behm’s big postcollege move. In their brainstorming, Marsh recalled how she was enchanted by the historic dollhouses displayed at the Henry Ford Museum in Dearborn, Mich.

Behm created a miniature version of the section of 4th Avenue where the Thistle & Bess store is located. Instead of dolls, she has toy mice in and around Thistle & Bess and elsewhere in the window’s scene. It also includes a mini artist studio filled with tiny original paintings by local artist Avery Williamson. Marsh says the window is filled with holiday magic.

Top: Who wouldn’t love a holiday gift of David Yurman jewelry? (Photos courtesy of the brands)