Tacori refreshes its brand story with cinematic luxury and personalization

Tacori debuted its refreshed visual identity at Couture 2026 during Las Vegas Jewelry Week, rolling out a new wordmark, updated color palette, revised imagery, and fresh messaging built to make the family-owned jeweler feel more ownable and emotionally expressive. The first campaign under the new look is called “Movie Night,” and Tacori worked with Studio Jae Jun Kim on the revamp.

The brand is leaning harder than ever into story as a luxury signal. Tacori says it was founded in 1979 by Gilda Balian Tacorian and Haig Tacorian, with roots that trace back to Romania, and that Haig left Europe for the United States in 1969 before the family built the company in California. Today, Tacori says the business remains family-led, with Haig as chairman, Paul Tacorian as CEO, and Nadine Tacorian Arzerounian as head of design and co-owner. That structure matters because personalization sells best when the maker has a real identity behind it, not just a logo.

Bec Bowman, Tacori’s head of brand and creative, said the campaign introduces more narrative, character, and wit, giving people a broader sense of the brand beyond the jewelry itself. She also said engagement-ring shoppers typically research for just one to four months before they buy, which explains why Tacori is pushing beyond traditional bridal marketing and toward broader cultural awareness, fashion cues, celebrity partnerships, and a more cinematic presentation. Industry reaction at Couture was strong enough that some partners said it felt like Tacori had “turned the lights on.”

For anyone choosing a personalized or heirloom gift, Tacori’s pricing shows how wide the ladder runs. The brand’s current pieces include a silver Crescent Eclipse ring at $890, a silver choker at $3,090, wedding bands from $2,090, and a Founder's Collection round solitaire engagement ring at $4,390; at the top end, a Classic Crescent RoyalT pear diamond tennis necklace lists at $84,990. Tacori says most of its jewelry is highly customizable and crafted on demand in California, which is exactly why the refresh lands: it makes the object feel like a chapter in a family story, not just a purchase.