ALL ABOARD THE HEIDI EXPRESS
This year, the holiday countdown has a conductor. Heidi Daus, the statement jewelry designer known to TV shopping audiences on HSN and TSC, today announced the Heidi Express, a 24-day holiday journey running December 1 through December 24.
Every day, the train pulls into a new stop, and every stop is one of Heidi's design universes — from Roman glamour to 1925 Manhattan Art Deco to an enchanted forest full of crystal critters. The journey is the story. The jewelry is what passengers discover along the way.
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IN HEIDI'S WORDS “The holidays are a journey, so I wanted one with a conductor — and this conductor wears a hat and a whole lot of crystals.” “Every morning there's a new stop, a new story and a new piece to fall for. You don't need a ticket. Just say ‘All aboard!’ and come see where we're going next.” |
— Heidi Daus, Founder and Designer
How the Heidi Express Works
Riding the train is free and open to everyone. Passengers simply follow @heididaus on Instagram or Facebook from December 1.
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STEP |
WHAT HAPPENS |
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1. Board the train |
Each day, a “train window” opens in Heidi's Instagram and Facebook Stories on that day's stop, with Heidi as conductor and the featured pieces. |
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2. Collect the stamp |
Every stop has its own navy-and-gold stamp in the Heidi Express Passport. The passport fills up as the month rolls on. |
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3. Guess the next stop |
Each Story ends with a clue to tomorrow's destination. Followers post their guesses in the comments. |
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4. Comment ALLABOARD |
Followers who comment “ALLABOARD” receive a direct message with that day's stop and a link to shop it. |
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5. Reach the North Pole |
On December 24, the final stamp unlocks a Christmas Eve surprise from Heidi for everyone on board. |
Short Reels of Heidi in her conductor's hat mark the biggest stops, and Heidi's email subscribers ride along too, with each day's stop arriving in their inbox.
The Route
The journey begins in New York and ends at the North Pole. Highlights along the way include:
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WHEN |
STOP |
WHAT PASSENGERS DISCOVER |
|---|---|---|
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Dec 1 |
Grand Departure, New York |
Heidi, in her conductor's hat, calls “All aboard!” |
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Early December |
Rome |
Moda Roma |
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Early December |
Manhattan, 1925 |
Art Deco |
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Dec 4 |
Festival of Lights |
Hanukkah, on the first night of the holiday |
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Early December |
The Enchanted Forest |
Heidi's whimsical critters |
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Early December |
The Jade Garden |
Chinoiserie |
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Early December |
The Winter Greenhouse |
Florals |
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Early December |
The Crystal Mine |
Gemstones |
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Early December |
Main Street, USA |
Americana |
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Early December |
Star of Hope |
The Faith & Hope capsule — meaningful gifts |
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Dec 14 |
Gift Wrap Station |
Green Monday |
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Mid-December |
Last Christmas Delivery Car |
A friendly reminder of the holiday shipping cutoff |
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Dec 17–23 |
Stocking Stuffer Station, Hostess Gift Café, Heidi Girls Car, New Year's Eve Ballroom Car |
Gift ideas, real customers in their Heidi pieces, and party-ready sparkle |
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Dec 24 |
The North Pole |
Heidi's Christmas Eve message from home |
The Heidi Girls Get Their Own Car
One stop belongs to the community. The Heidi Girls Car features real customers wearing their Heidi Daus pieces to holiday events, sourced from the brand's Facebook group of devoted collectors.
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LUGGAGE CAR SURPRISES Most stops are about stories and styling. A handful will carry a small “luggage car surprise” — such as a gift with purchase or free shipping — revealed the day the train pulls in. |
The Heidi Express at a Glance
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DETAIL |
WHAT JOURNALISTS NEED TO KNOW |
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Dates |
December 1–24, 2026 |
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Where |
Instagram and Facebook Stories, Reels and feed (@heididaus), plus Heidi Daus email |
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How to join |
Follow @heididaus; comment “ALLABOARD” for each day's stop and shop link |
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Stops |
24, each one a Heidi Daus design universe |
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Passport |
24 collectible navy-and-gold stamps, one per stop |
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Finale |
December 24 at the North Pole — a Christmas Eve surprise from Heidi |
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Shop |
heididaus.com |
About Heidi Daus
For more than two decades, Heidi Daus has designed statement jewelry that refuses to blend in — bold necklaces, collectible crystal brooches, statement earrings and apparel that blend classic sophistication with a wink of whimsy. Her collections are hand-set with crystals and gemstones and backed by a limited lifetime warranty. Heidi shares new designs regularly with audiences on HSN and TSC, and with her community of “Heidi Girls” at heididaus.com and on Instagram, Facebook, TikTok, YouTube and Pinterest (@heididaus).
Media Contact
Ashley Manning
Marketing Manager / Heidi Daus
ashley@heididaus.com · (203) 240-8574
High-resolution images of Heidi as conductor and sample passport stamps available on request.
