Every evening, as the sun dips below the horizon and the maghrib prayer echoes through the neighborhood, there’s a special kind of magic that unfolds during Ramadan. Families gather around the iftar table, filled with favorite dishes that have been passed down through generations. The laughter, the swapping of stories, the occasional friendly squabble over the last piece of kunafa—these are the moments that truly define the spirit of Ramadan. It’s this very essence that Tiffany & Co. strives to capture in its new Ramadan campaign for 2025. The campaign, built around the theme of togetherness, is a tribute to the moments that families share as they break their fast and celebrate the holy month together.
The evocative film, aptly entitled Hands of Love, captures the essence of familial affection all through the lens of hands. Set within the walls of a traditional family home, we see hands—adorned in Tiffany & Co.’s most beloved designs— preparing meals, sharing food, braiding a loved one’s hair, playing cards, setting the table, and offering gifts. Directed by Beirut born and raised filmmaker Jessy Moussallem, known for her sensitive and poignant storytelling, each scene is a delicate portrait of daily life, where even the simplest tasks are elevated into profound acts of love and care. The film concludes with a touching scene where a mother gifts her daughter with an ubiquitous blue Tiffany box, symbolizing a timeless expression of love and familial bonds that Ramadan so beautifully amplifies.
Tiffany & Co. has been expressing love through iconic creations since 1837, and each jewelry piece showcased in the film is a unique expression of love. Highlighted in the film are the luxury fine jewelry brand’s most iconic designs, each symbolizing a different facet of love. HardWear by Tiffany shows off love’s powerful ability to change us, while Lock by Tiffany highlights the solid, protective side of love. T by Tiffany throws open the door to all the possibilities love holds, and Knot by Tiffany celebrates the strong connections that keep us tied together. Jean Schlumberger by Tiffany Sixteen Stone is all about love’s caring touch. Adding to these heartfelt moments, the film features beautiful shots of these collections set against the changing phases of the moon and the classic Tiffany Blue backdrop, really bringing out the film’s mood and visual flair.
Through Hands of Love, Tiffany & Co. connects its legacy of fine jewelry with the rich traditions of Ramadan, reminding us that the true value of these moments lies in the love shared and the memories cherished.
Moreover, this campaign marks a refreshing departure from the typical Ramadan advertisements we’re accustomed to. Tiffany & Co.’s approach, centered on subtle, everyday interactions enhanced by the intimate touch of hands, offers a more grounded and heartfelt portrayal that celebrates the quiet beauty of familial ties. This nuanced depiction not only elevates the campaign but also sets a new standard for how luxury brands can engage meaningfully with cultural celebrations. It’s the most heartfelt Ramadan campaign we’ve seen yet—hands down.
Hands of Love launches February 17, 2025, globally and on tiffany.ae and tiffany.sa.
Read also:
The Ramadan 2025 Gifts You’ll Want to Give – From Hampers to Homeware
