Tiffany & Co. has debuted its latest campaign — With Love, Since 1837 — taking a departure from its celebrity ambassadors and focusing on the American jeweler’s heritage, craft and iconic collections.

Taking a page from its history, the brand used legendary window designer Gene Moore’s work as inspiration to craft new images, which reveal the untold stories behind the house’s most definitive jewelry collections — Lock, T, Knot, HardWear, Sixteen Stone and the Tiffany Setting.