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Jewelry

Romantic literature links new Tiffany & Co. campaign

February 13, 2025

Passages from iconic poets and authors are the star of the initiative. Image credit: Tiffany & Co. Passages from iconic poets and authors are the star of the initiative. Image credit: Tiffany & Co.

 

By Zach James

U.S. jeweler Tiffany & Co. is celebrating human connection with its latest marketing release.

For Valentine’s Day, the company is unleashing The Language of Love, a campaign centered on classic and contemporary romantic literature. Spread across OOH and print placements, as well as social media, the initiative showcases the jeweler’s current collections and their design’s link to love.

Love language
The holiday campaign is wide-ranging, pairing public advertisements with a plethora of digital content.

Launched on Jan. 31, the initiative debuted a concept positioning romantic language as the driving force behind all of Tiffany & Co.’s creative endeavors and releases since its incorporation in 1837.

To showcase this commitment to love, the brand is taking passages from a selection of acclaimed authors and revered poets and connecting them to its iconic product lines. The ancient writings of Greek philosopher Plato and Afghani scholar Rumi are spotlighted alongside the works of American authors Ella Wheeler Wilcox and Diane Ackerman, among other contemporary and classical creators.

Plato’s assertion that “The madness of love is the greatest of heaven’s blessings,” is compiled with Rumi’s thought that “A thousand half-loves must be forsaken to take one whole heart home.” These excerpts and more are placed on billboards dotting the Manhattan skyline, in social media posts and in print advertisements.

Tiffany & Co. has also enlisted a few famous faces to uplift the seasonal endeavor and reach varied audiences. American actresses Greta Lee and Gabrielle Union appear in short films to read and act out the words of influential wordsmiths; the latter thespian stars alongside her husband, retired professional basketball player Dwyane Wade, marking another crossover between luxury marketing and real-life relationships for Valentine’s Day (see story).

The company has also launched a dedicated gift guide on its website, featuring looks for him and her, as well as multiple curated selections, including a section dedicated to personalized offerings.

Novel ideas
Tiffany & Co. has taken inspiration from famous written works various times over the past 50 or so years.

Throughout window dresser Gene Moore's career at the maison, which lasted from the mid-1950s to the early 1990s, he spotlighted personal love letters, Shakespeare’s sonnets and notes from Voltaire in various marketing activations. The brand has saluted these efforts in recent years as well.

The maison has saluted written love language in print advertisements since the 1960s. Image credit: Tiffany & Co. The maison has saluted written love language in print advertisements since the 1960s. Image credit: Tiffany & Co.

Last year, the company revealed window displays at its New York flagship featuring never-before-seen love letters penned by various creative collaborators and friends of the brand. The Language of Love campaign continues this lineage.

Literature has served as an inspiration for luxury advertising for many years, with French fashion house Saint Laurent recently taking cues from French novelist Marcel Proust’s 1913 book In Search of Lost Time in its 2023 year-end campaign (see story).

 
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