Tacori Unveils Bold Brand Refresh, Debuting at Couture 2026

Tacori, the esteemed family-operated luxury jewelry maker, established in 1979, is set to launch a dynamic brand rejuvenation at Couture 2026. This initiative signifies a pivotal shift for the brand, while consciously preserving the artisanal heritage and distinctive elements that have characterized Tacori for many decades.

Scheduled for its grand reveal at the Wynn Las Vegas during Couture, the revitalized brand identity will feature a fresh wordmark, an expressive jewel-toned color scheme, sophisticated campaign visuals, and an elevated brand narrative. These elements are deeply rooted in the core principles that define Tacori: familial values, exceptional craftsmanship, a blend of modern and vintage aesthetics, and the iconic Tacori Crescent.

Paul Tacorian, Co-Owner and CEO, alongside Nadine Tacorian, Co-Owner and Head of Design, articulated that this evolution mirrors the artistic expression, distinctiveness, and deep connections that have always been central to Tacori. Their objective was to forge a more proprietary identity and a sharper brand perspective, one that resonates with the uniqueness of their creations, the meticulousness of their artisans, and the warmth of their family. This comprehensive transformation, from visual elements to linguistic expression and an invigorated brand ethos, aims to construct a more expansive, robust, and singularly distinctive Tacori presence.

The redesigned Tacori wordmark embodies a refined contemporary-vintage aesthetic, drawing inspiration from traditional hand engraving, intricate metalwork, and the delicate details pervasive in the brand's jewelry collections. Its flowing contours and subtle variations in line thickness are inspired by The Tacori Crescent, creating an identifiable expression that is both enduring and forward-looking.

This new identity is complemented by an expanded palette of jewel tones, prominently featuring Tacori Blue, a rich electric Cobalt. This is harmoniously balanced with vivid hues of Rose, Orchid, Mint, Mandarin, Violet Black, and Pearl. This refreshed color scheme infuses the brand with a renewed vitality, while seamlessly integrating with Tacori's signature style.

The revitalized brand identity was a collaborative effort with Studio Jae Jun Kim, a Korea-based luxury design agency founded by Jae Jun Kim, a former Droga5 alumnus. Renowned for its sophisticated approach to luxury branding and visual systems, the studio played a crucial role in sculpting a new creative realm for Tacori, effectively harmonizing contemporary expression with the brand's intrinsic timeless craftsmanship.

The updated visual world embraces striking, expressive imagery that centers on emotion, movement, and contemporary luxury. Powerful product displays are interwoven with cinematic lifestyle narratives, producing visuals designed to be immersive, dynamic, and unmistakably Tacori.

The inaugural 'Movie Night' campaign signifies the commencement of an ongoing series of campaigns, all conceived to embody the brand's developing creative identity. Creative direction was spearheaded by Gestalt and Creative Director Chad Farmer, with photography and direction by Matthew Shave, and cinematography by Luke Glover.

The brand overhaul was orchestrated by Tacori CEO Paul Tacorian and Head of Design Nadine Tacorian Arzerounian, in conjunction with Head of Brand & Creative Bec Bowman, Creative Director Mariko Bowles, and Executive Vice President Jodi Riesenberg. This collective endeavor unified a shared vision for the future trajectory of the Tacori Jewelry House.

The new Tacori brand universe will officially launch at Couture 2026, held in the Lafleur Ballroom at Wynn Las Vegas. Retail partners and media representatives are invited to experience this refreshed identity firsthand. The immersive setting will bring the new visual direction to life through expansive campaign imagery, carefully curated design installations, and a celebration of the artistry and craftsmanship inherent to the brand.

The unveiling of Tacori's bold brand refresh at Couture 2026 signifies a strategic move to blend its rich heritage with a contemporary vision. The new visual and verbal identity, characterized by a refined wordmark, a vibrant color palette, and emotionally driven imagery, aims to reinforce Tacori's distinctiveness in the luxury jewelry market. This comprehensive revitalization project, a collaborative effort among key leaders and external design experts, underscores Tacori's commitment to innovation while honoring its foundational pillars of family, craftsmanship, and timeless design. The debut at Wynn Las Vegas promises an immersive experience, showcasing the brand's renewed spirit and artistic depth to a global audience.