Tacori will introduce a new brand identity at Couture 2026 in Las Vegas, marking the first major visual refresh for the California-based fine jewelry company in recent years.
The family-owned brand, which has manufactured jewelry in the United States since 1979, said the updated identity is designed around four core elements: family, craftsmanship, modern vintage design and the Tacori Crescent motif that has become a signature design feature across its collections.
The refreshed branding will be unveiled during the Couture show at the Wynn Las Vegas, where retailers and industry attendees will be able to view the new visual direction.
New Wordmark and Visual Identity
As part of the rebrand, Tacori has introduced a redesigned wordmark influenced by hand engraving, metalwork and details found within its jewelry collections. According to the company, the updated logo also draws inspiration from the Tacori Crescent design element.
The new identity includes an expanded color palette led by “Tacori Blue,” alongside additional colors including Rose, Orchid, Mint, Mandarin, Violet Black and Pearl.
Tacori developed the refreshed brand identity in partnership with Studio Jae Jun Kim, a South Korea-based design studio founded by Jae Jun Kim, a former Droga5 creative.
New Campaign Launch
The rebrand also includes updated campaign imagery and marketing materials. The first campaign under the new identity, titled Movie Night, will be introduced at Couture as part of a planned series of brand campaigns.
Creative development was led by agency Gestalt and Creative Director Chad Farmer. Photography and direction were handled by Matthew Shave, while cinematography was led by Luke Glover.
Paul Tacorian, co-owner and CEO of Tacori, and Nadine Tacorian, co-owner and head of design, said: “This evolution reflects the artistry, originality, and connection that have always been at the core of Tacori.
“We set out to create a more ownable identity and sharper point of view, one that feels as unique as our creations, as thoughtful as our craftsmen, and as warm as our family. From our graphics to our language to our emboldened spirit, this is about building a bigger, stronger, more distinctive Tacori together.”
Debut at Couture
The new branding will be showcased in the Lafleur Ballroom at Wynn Las Vegas during Couture 2026 through displays featuring campaign imagery and other elements of the updated visual identity.
The refresh comes as many jewelry brands continue to update their visual identities and marketing assets across retail and digital channels. For independent jewelers and authorized retail partners, such changes can affect in-store displays, marketing materials and consumer communications.
The project was led by Tacori’s leadership team, including CEO Paul Tacorian, Head of Design Nadine Tacorian Arzerounian, Head of Brand & Creative Bec Bowman, Creative Director Mariko Bowles and Executive Vice President Jodi Riesenberg.
