The House of Harry Winston, the legendary “King of Diamonds,” and international luxury brand has announced a new 2021 marketing initiative, focused on the idea of love.

The campaign, titled “Love is…,” explores the various meanings of love and how it relates to the house’s core themes throughout the year.

“2021 marks the start of a new year, and for Harry Winston this will be a year to rejoice in what truly matters most: love,” said Nayla Hayek, CEO of Harry Winston.

The concept of “Love Is…,” will be woven throughout all of the brand’s communication channels, including advertising, marketing, public relations and social media, and will have dedicated creative for its various product segments.

The first campaign of the year, Love is a Celebration, embraced Valentine’s Day, with an ode to love songs. Campaigns for its Bridal (Love is…a Language), Designed (Love is…in the Air), and High Jewelry (Love is…Yours to be Written) collections will follow.