John Lewis Christmas Advert Shines Spotlight on North East Brand TUTTI
Nothing marks the start of the festive season quite like the release of the John Lewis Christmas advert, and this year’s campaign is packed with North East talent.
Released at 7:30am on 3 November 2026, the advert tells the wholesome story of Gloria, an uninspired grandmother searching for the perfect gift for her grandchildren. The story is accompanied by a cover of ‘You Can’t Always Get What You Want’ performed by Sam Fender with a North East school choir and a regional brass band, putting so much local talent in the spotlight.
For a region that is so overlooked by creative industries, seeing North East voices and creatives being celebrated on a national platform feels so important. But the representation didn’t stop there!
It was later revealed that the advert’s lead actress is wearing jewellery from North East brand TUTTI throughout the campaign, giving them a starring role in one of the UK’s most recognisable Christmas releases.
Kate Rose, founder and creative director of TUTTI said: “It is an emotional moment and means more than I could ever put into words. Behind this is over 20 years of belief, hard work, determination and a team who have poured so much of themselves into building this business.”
Featured TUTTI jewellery pieces, available on their site
“This year, in particular, has been one of huge hard work, dedication and growth for everyone at TUTTI, which makes this recognition feel even more special. I feel incredibly proud, not just as the founder, but for every single person who has played a part in getting us here.”
This exposure is a major moment not just for the label but the wider North East fashion industry. It proves that successful fashion and creative businesses can thrive outside London, while adding to the growing momentum currently surrounding the region’s fashion scenes.
Recent initiatives, such as Fashion Britain, have helped bring fresh attention to the talent and businesses already existing here. TUTTI’s inclusion in the John Lewis advert is another example of regional creativity being recognised on a National stage.
Reflecting on the brand’s journey, Rose said: “I started TUTTI with a vision to build something creative and meaningful in the North East, and to create opportunities for the incredible talent we have in this region. To now see our jewellery sitting within such an iconic Christmas advert, alongside the celebration of so much North East talent, is a full-circle moment.”
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The advert’s message, centred around the line ‘Don’t Give Up on Giving’, focuses on the thought and care behind meaningful gifts. Following the love between Gloria and her childhood toy, Pickles, the campaign is playful but powerful, exploring how a special gift can create unforgettable feelings. It’s warm, community-focused message feels particularly fitting for the North East, a region known for its friendliness and strong sense of togetherness.
Being featured in such a high-profile advert introduces TUTTI to a huge national audience. Rose added: “It’s a reminder that big things can come from small beginnings, and that with belief, passion and the right people around you, you can achieve things you once only dreamed of. I couldn’t be prouder of our team, our roots and everything we’ve worked so hard to build.”
For TUTTI, the feature is a celebration of the brand’s North East roots, endless hard work, and a reminder that some of the UK’s most exciting creative success stories are being built far beyond London.
Click here to explore the featured pieces, including the Amity Necklace and Voyage Bangle, and recreate the festive look seen in the advert!
Do you love the 2026 John Lewis Christmas Advert? What do you think about the North East creative industries getting the festive spotlight? Let us know in the comments and on our socials @fashion_north
