The Japanese fell in love with Texas barbecue. The English were astonished that yellow school buses, they thought only existed in movies, were real. Scotland’s Tartan Army found joy in, well, everything from the hospitality of being bought a round in Boston pubs by locals to integrating their chants and cheers at a baseball game at Fenway Park.

Then there was the ranch dressing. Its newfound popularity among World Cup visitors made headlines when so many tried to pack a bottle in their carry-on luggage to take home. Rather hilariously, the TSA responded by publicly announcing that ranch dressing is a liquid and must be packed in checked luggage.

What does all of this have to do with jewelry? I noticed the same kind of delight in Americana from a couple of European designers at COUTURE, namely FRANCESCA VILLA and MARIE LICHTENBERG. American designers—BUDDHA MAMA and HARWELL GODFREY—also happened to be celebrating the nation with Western-themed new work. And then there is OSCAR HEYMAN who has a long history stretching back over 100-years ago of creating patriotic jewels.

Francesca Villa

Francesca Villa’s studio is situated among the rolling hills of the Piedmont region in northwest Italy, which is known for its cuisine and Baroque architecture. An accomplished designer who has worked for High Jewelry Houses, Francesca focuses on narrative motifs in her own line which launched in 2007.

Considering her surroundings, you might think this means cameos and you’d be right. She has those in her collection. But she has also found inspiration in Vintage VariVue lenticular images of American cartoons for her Abracadabra Luxe line. Her Dark Side necklace, for example has an image that moves between Bruce Wayne and Batman. It is set in a gold, diamond and citrine pendant.

Francesca’s latest On the Road collection is even more unexpected. It was inspired by vintage truck souvenir pins from the 1970s. Intrigued by these novelties, the designer said they “captured the spirit of speed, freedom, and the mythology of the American road trip.”

On the Road includes deluxe truck brooches, pendants and even a table clock with gold, enamel, diamonds and inlaid gemstones. The back of the oversized Scenic Route necklace has a gold plaque engraved like a postcard that reads, “Enjoy the journey love Francesca.”

Marie Lichtenberg

Growing up in Paris, Marie Lichtenberg’s parents often brought her gifts from their business trips in America, such as Barbies, Air Jordans and Magic 8 Balls. “The Magic 8 Ball was crazy and cool, and none of my friends in France had one, so it was special,” Marie explains. In 2023, she collaborated with Mattel to create a pendant version of her childhood toy.

Over the years, the French designer has consistently incorporated Americana into her collections. The American flag has appeared on her signature lockets. She has also made the dollar bill into a motif on her Buck ring and chain necklaces featuring the dollar sign.

Marie’s latest American-themed jewels are pennant-shaped pendants, the kind of pennants used to represent a team or a championship. She decorates them with USA-rooted words and phrases such as “Hope” and “In God We Trust” from the dollar bill. One pendant features early 20th-century typography and the phrase “Votes for Women,” acknowledging the suffrage movement.

Harwell Godfrey

Lauren Harwell Godfrey’s new Gold Rush collection is a wink to the current situation with bullion. “We are living in the wild, wild West now in gold rush 2.0,” explained the Northern California-based American designer. “I wanted to lean into that in a fun way.”

It’s also a tribute to the region’s attire. Pieces in the line include Western-style buckles and spurs transformed into earrings that spin like the cowboy accessory. There is a gold horse brooch stretched out in full gallop as though it is running across the plains. And a stunning gold, diamond and gem-set pendant that is reminiscent of the ubiquitous concho belts of the American Southwest.

Buddha Mama

Generally, the American Miami-based mother-daughter team behind Buddha Mama, Nancy and Dakota Badia, turn their design talents to peace, love and understanding ideals that the name of their company reflects. Sometimes they throw in some celestial themes too. But this year they also served a few hat tips to the good old USA.

Their gold and diamond cowboy hat is a meticulously crafted topper. Then there is the mountain scene reflecting the ranges out west. Looking at these jewels, I can’t help but think of the American soccer team’s adopted victory anthem, John Denver’s classic “Take Me Home, Country Roads.”

Oscar Heyman

Oscar Heyman has long been known as the “jeweler’s jeweler.” Founded in New York City in 1912, the company functioned as a manufacturer for the most important names in Manhattan. By the mid-20th century, Oscar Heyman began producing jewelry under its own name, showcasing the skills of its workshop and expertise in gems.

Originally designed in 1976 to commemorate the 200th anniversary of the United States, the firm’s Liberty Bell is crafted from 18K gold and platinum with ruby, sapphire, and diamond accents. Oscar Heyman’s Victory Eagle brooch expressed the hope of the nation during World War II. It was originally designed in 1942, years before the end of the conflict.

Oscar Heyman has also produced any number of American flag brooches over the years. They remind me of something else all the international travelers who are here for the World Cup have noticed: the flags.

The Stars and Stripes are all over the country in all shapes and sizes. It’s as if Old Glory was being staged in anticipation of America’s 250th anniversary. But the truth is, American flags always fly, from New York to Los Angeles, sea to shining sea, reminding us of the things we do have to celebrate as a nation.