Tiffany & Co. is commemorating the 130th anniversary of its classic solitaire engagement “Tiffany” ring setting with an ad campaign that breaks from its aesthetic norm. For the first time, the American jeweler will feature photographs of its artisans, rather than models or personalities, in a campaign.

The featured artisans cut, polish and craft Tiffany settings in the firm’s exclusive manufacturing hubs. The campaign’s slogan — “I Will” — is reflected in quotes from each of the artisans discussing their work.

In the ads, chief gemologist Melvyn Kirtley is quoted, “I will reject 99.96% of the world’s finest diamonds because there’s a difference between quality and Tiffany quality.”

Diamond setter Tomasz Dziwura says, “I will craft a setting so flawlessly that the exquisite diamond seems to float. Just as it was done 130 years ago.”

“This campaign allows us to share what truly sets Tiffany apart, and who better to tell that story than the artisans and makers themselves,” said Tiffany chief marketing officer Caroline Naggiar.

The campaign will run in March editions of assorted bridal, fashion and lifestyle print magazines.

-Misty White Sidell

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