Social media influencers have made “Ralph Lauren Christmas” a viral trend, and jewelry insiders say the all-American style embodied by the Polo brand has a soul mate in jewelry.
From its famous preppy symbols—polo players, tartan skirts—to teddy bears to American flags on everything, there is something comforting to that classic look associated with Ralph Lauren, says Lionheart founder and designer Joy Haugaard. She cites her brand’s Legacy collection as a prime example of how jewelry is in sync with a Ralph Lauren Christmas.
“Christmas is the season of coming home, whether to a place, a memory, or a feeling,” Haugaard says. “The Lionheart Legacy horse collection captures that spirit in every detail, echoing wide-open skies, winter’s quiet beauty, and the deep sense of belonging that rides with us all.”
One jewelry industry expert who knows a thing or two about Ralph Lauren’s magic touch is Maggie Zavolinsky, founder and creative director of Wield Creative, a New York City-based firm. that consults for jewelry brands on store concepts, visual merchandising, and display design.
She previously worked at Polo Ralph Lauren (as well as another legacy brand, Tiffany & Co.) and says it serves as a premier case study in branding excellence. Polo Ralph Lauren created a shopping experience that immersed you in a world of characters and had its clothes tell a story.
“In the 1990s, Polo Ralph Lauren was an Ivy League education for anyone aspiring to a career in retail. It was the original lifestyle brand,” says Zavolinsky. “Ralph Lauren mastered the art of storytelling with iconic collections, and the company conceptualized the most detailed and thoughtful store experiences in the world.”
Jewelry offers a similar capacity for storytelling, Zavolinsky says, and that’s one way jewelry designers and retailers can jump on the Ralph Lauren Christmas trend.
“Now more than ever, jewelry has become a form of self-expression. The symbols, the codes, the stones, the stories of new designers and the way you wear your pieces are all about identity,” Zavolinsky says.
“The culture of PRL rewarded style and differentiation while paying respect to haberdashery, vintage, couture, and streetwear. It’s the same in the jewelry world where it’s way cooler to mix metals with heirloom pieces and to connect the new designers you have discovered with the masters of old,” she says.
Lauren’s influence has always been significant, says Zavolinsky, and it makes sense it came roaring back in 2025. “I’ve been in the fashion and jewelry world for over 20 years, and my seven years on the Polo Ralph Lauren creative team really set the stage for everything. It’s where I acquired the skills to succeed and [understood] the transformative power of wardrobing and jewelry,” she says.
“My first boss, Charles Fagan, who headed up retail, had a classic line about style: ‘If you get dressed in the morning and everyone in the subway car is not staring at you, then you did it wrong. Ride that train home and try again.’”
Polo Ralph Lauren is the ultimate American heritage brand, Zavolinsky adds, noting that the renewed popularity of such companies reflects consumers’ desire for psychological comfort, tradition, identity, and stability in uncertain times. While the Ralph Lauren aesthetic draws from varied inspirations, she says, its designs are always deeply rooted in heritage and craft—which is also important in the jewelry world.
“In the face of digital/AI everything and cookie-cutter immediacy, people are seeking physical and tactile products and experiences. The more digital takes over, the greater the appreciation becomes for craftsmanship, things that take time to create, and the people that have unique, real-world skills,” Zavolinsky says.
Top: Preppy symbols like ribbons and bows, as seen in this Picchiotti jewelry, are some ways jewelers can get in on the “Ralph Lauren Christmas” viral trend. (Photo courtesy of Picchiotti)
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