Grammys 2025: Data-Driven Insights on How Jewelry Brands Maximize Red Carpet

The Insights Behind the Ranking: How Jewelry Brands Maximize Grammys

The GRAMMYs aren’t just about music—they’re a powerful stage for luxury brands to strengthen their brand equity. With millions tuning in and social media amplifying every red carpet moment, jewelry brands have a prime opportunity to capture attention, drive engagement, and reinforce their positioning. While TV ratings fluctuate, digital conversations continue to surge, proving the lasting impact of these cultural moments.

This year, leading jewelry houses—including Jacob & Co., David Yurman, Lorraine Schwartz, Djula, and Martin Katz—leveraged high-profile placements and digital-first strategies to maximize visibility and performance.

At Launchmetrics, we believe that success comes from delivering the right content, on the right channel, to reach the right audience. That’s why understanding the value of brand content and selecting the right platforms is crucial for meaningful impact. Our in-depth analysis of jewelry brands at the GRAMMYs reveals how these moments shape brand visibility, engagement, and long-term value.

With cross-industry collaborations on the rise, major cultural events like the GRAMMYs offer brands a unique opportunity to reach diverse audiences. Understanding how to effectively leverage these moments—through the right partnerships, content strategies, and data-driven decision-making—gives brands a competitive edge in today’s saturated market. In this analysis, we break down how jewelry brands successfully leveraged the red carpet—and how others can do the same.

• Celebrity Endorsements as High-Value Brand Catalysts: Red carpet placements remain a cornerstone for jewelry brands looking to drive high-impact visibility. This year, Lorraine Schwartz set the benchmark, with Taylor Swift’s T-thigh chain generating $1.91M in Media Impact Value (MIV®) within the first week of February. Other brands also leveraged A-list placements strategically: David Yurman capitalized on musicians, with Lainey Wilson emerging as the brand’s top Key Voice, generating $344K in MIV through Instagram; Jacob & Co. saw notable success with Shaboozey’s high-profile appearance, contributing $428K in MIV—showcasing the power of celebrity influence on the red carpet.
• Social Media: The Secret Weapon for Brands, Propelling Performance: With digital engagement extending red carpet influence, social media played a pivotal role in shaping brand performance: Jacob & Co. saw 92% of its total MIV driven by social platforms, fueled by GQ’s viral TikTok post ($198K in MIV) featuring a celebrity endorsement. Owned media further amplified reach, contributing 37% of the brand’s total MIV; Martin Katz partnered strategically with influencer Jim Gaffigan, whose social content drove 88% of the brand’s total MIV ($52K); David Yurman successfully leveraged influencer marketing, with Chris Olsen generating $185K in MIV from a single Instagram post, while mid-tier creator @mynameisraiche secured $68.5K in MIV with her GRAMMYs coverage.
• Media Amplification to Extend Brand Equity: The Media Voice continues to be a key driver of brand momentum, acting as the voice that propels performance, echoing the impact of celebrity visibility on the red carpet during these cultural moments. By securing top-tier press coverage, brands extend their reach far beyond the event itself: Lorraine Schwartz dominated media coverage, with 668 placements, making media the brand’s top-performing Voice, accounting for 88% of total MIV. People Magazine emerged as the highest-impact media outlet, featuring Lorraine Schwartz in 13 placements across digital and social; Djula strategically leveraged key press mentions, with E! News delivering 22 placements ($61.2K in MIV) and Who What Wear, with a single placement, generating $18.8K in MIV.

These findings reinforce the power of cultural moments as a strategic opportunity for brands to drive visibility, engagement, and long-term equity. A well-executed multi-channel approach—blending celebrity influence, social amplification, and media coverage—ensures that brands don’t just participate in these moments but truly own them. As the competition for attention intensifies, those who successfully navigate and activate across multiple touchpoints will be the ones to stand out and sustain their impact beyond the red carpet.

For a full breakdown of the data and insights behind these brand performances, or to schedule a personalized data workshop, fill out the form or reach out directly!