Tiffany Debuts Engagement Campaign

RAPAPORT... Tiffany & Co. has launched a marketing campaign for its new bridal line, Tiffany True.The jeweler unveiled the new ring design in September, and is now pushing the product with a video commercial. It features three couples wearing the engagement rings during private moments, set to Lady Gaga's song "Is That Alright?" from her Oscar-winning movie A Star is Born.Tiffany True features a new diamond setting and cut, and its simple gold band contains a discreet T shape, the company said in September. It's reportedly the retailer's first new bridal line in almost a decade. The campaign, which launched globally on Monday, had almost 6,000 views on YouTube at press time. The launch comes amid a growing emphasis on bridal across the diamond industry, with Forevermark also unveiling a new campaign for the category last week. The project by the De Beers jewelry brand is the miner's first bridal campaign for almost 20 years.Image: Tiffany True engagement ring. (Tiffany & Co.)