Tiffany & Co. has introduced a campaign for Saudi National Day that highlights three women whose professions span fashion, media, and motorsport, linking their accomplishments to the brand’s signature jewelry collections. The initiative, unveiled around September 23, the date marking Saudi Arabia’s unification in 1932, positions the luxury jeweler’s role in the Kingdom alongside the ambitions of women transforming its public sphere.
The campaign showcases Princess Deemah bint Mansour bin Saud Al Saud, a fashion industry executive and founder of Personage, alongside Weam Al Dakheel, a broadcaster who in 2018 became the first Saudi woman to anchor the prime-time evening news on Saudi TV. The third figure is Mashael Al Obaiden, a rally driver who has competed in global events like the Dakar Rally and broken barriers in a field historically dominated by men.
Each woman is dressed in jewelry that aligns with her professional identity. Princess Deemah wears Tiffany’s signature Bird on a Rock design, while Al Dakheel pairs Bird and Wings Fine Jewelry with pieces from the Sixteen Stone by Tiffany line.
Production took place at Shamalat in Diriyah, a historic Saudi site, under the direction of filmmaker Hayat Osamah. Local designers Nora Al Shaikh and Raneem Shaban handled wardrobe and styling, ensuring the luxury visuals carried distinct Saudi cultural elements. The campaign was produced by Captains, a creative studio.
Tiffany’s expansion in Saudi Arabia includes retail locations in Riyadh and Jeddah, growing alongside the Kingdom’s economic and cultural development. The timing of the campaign coincides with Saudi Arabia’s upcoming 96th National Day in 2026, reinforcing connections between tradition and contemporary progress.
Unlike conventional celebrity endorsements, this initiative presents these women as symbols of broader societal changes in Saudi Arabia. The jewelry serves as both a visual complement and a marker of recognition, tying individual success to national identity.
