A new ad campaign by Tiffany & Co. focuses on the artisans behind its most iconic diamond ring. The effort is part of a year-long campaign to illustrate why the globally recognized symbol of love and marriage – the Tiffany® Setting engagement ring – can only be found at Tiffany and also marks the 130th anniversary of the handcrafted ring. It is for the very first time that a Tiffany ad campaign features the company’s artisans.

“When our founder Charles Tiffany introduced the Tiffany® Setting in 1886, he gave us not only a symbol of true love, but also an enduring reminder of our diamond heritage and reputation for craftsmanship,” said Caroline Naggiar, chief marketing officer of Tiffany & Co. “What better way to celebrate the 130th anniversary of this handcrafted ring than to honor its makers.”

The campaign features testimony by the real artisans who hand cut, hand polish and handcraft each ring as it was done 130 years ago. Emphasizing what makes the Tiffany® Setting different from other six-prong engagement rings, the jeweler is speaking of how Tiffany rejects 99.96 percent of the world’s gem-grade diamonds, and that its superlative standards go beyond the 4Cs (Tiffany’s 5th C, Presence, grades a diamond’s brilliance, scintillation and dispersion). The campaign includes single and double-page spreads and are headlined with the declarative I WILL, followed by individual quotes by the artisans about their pride and dedication in creating the iconic ring. The quotes appear with an image of the Tiffany® Setting and acclaimed photographer Martyn Thompson’s black and white photographs of the artisans’ hands performing their time-honored tasks. Director Keith Ehrlich has created black-and-white videos in :15, :30 and :60 segments, which showcase more of these masters at work, with voiceovers by the artisans themselves.

The I WILL campaign follows Tiffany’s spring 2015 WILL YOU? engagement campaign. The images will appear in print, as well as across digital properties under the hashtag #TiffanySetting.