Interesting to note that the last Tiffany brand refresh was in 2021 off the back of their acquisition by LVMH (the largest luxury goods deal ever at $16 billion dollars) and the boldest move was introducing a canary yellow into the primary palette which was largely product-marketing driven to promote it’s collection of yellow diamond jewellery, including a 130 carat “Tiffany Yellow” diamond. Prior to that there was another refresh in 2003 lead by Pentagram. Their biggest flagship in New York was refurbished as recently as 2022.
Its former CEO Alessandro Bogliolo, who stepped down after the acquisition, is on the record as saying that the brand tried to avoid the word luxury and instead preferred “legendary”. So, I think that going back to the gilded age (certainly a time of ‘legends’ in the American psyche) is a good move. As well as the fact that from a creative perspective this is 10x more interesting than what the majority of these legacy jewellery brands are doing currently!
My only other thought is that from a sustainability angle I would like to see all jewellery brands moving towards both minimising excess/unnecessary packaging and ensuring that any that is produced has longevity i.e. it’s something you want to keep and store your jewellery in, or that you might want to repurpose in some way.
Drop your 1800s NY society ladies reading recs! (I, too, am endlessly entertained by this era)
omg so many. just read The Colony Club, An American Beauty, and The Social Graces!! Loved them all!
Absolutely in love with this!!!!
What a great concept, I love craftsmanship in design and this showcases it well, along with the timeless elegance Tiffany’s should keep. Love it !
The buy you a coffee link isn’t working ❤️🩹
omg its such a piece of junk. thank you for letting me know! I switched to Ko-Fi
https://ko-fi.com/anniedabir
Great read. I absolutely love it!!!
Every time you do a rebrand, I’m always thinking “okay now the brand needs to hire her, right??”
Omg thank you. If only they’d answer my emails 😅
love this so much
Brilliant!! Love the balance between tapping into the brand’s heritage and building contemporary relevant visuals
This rebrand makes so much sense! Loved seeing your insight into your thought process. ~ Fellow marketing human
This is perfect
Loved seeing your process, thanks for sharing.
Interesting to note that the last Tiffany brand refresh was in 2021 off the back of their acquisition by LVMH (the largest luxury goods deal ever at $16 billion dollars) and the boldest move was introducing a canary yellow into the primary palette which was largely product-marketing driven to promote it’s collection of yellow diamond jewellery, including a 130 carat “Tiffany Yellow” diamond. Prior to that there was another refresh in 2003 lead by Pentagram. Their biggest flagship in New York was refurbished as recently as 2022.
Its former CEO Alessandro Bogliolo, who stepped down after the acquisition, is on the record as saying that the brand tried to avoid the word luxury and instead preferred “legendary”. So, I think that going back to the gilded age (certainly a time of ‘legends’ in the American psyche) is a good move. As well as the fact that from a creative perspective this is 10x more interesting than what the majority of these legacy jewellery brands are doing currently!
My only other thought is that from a sustainability angle I would like to see all jewellery brands moving towards both minimising excess/unnecessary packaging and ensuring that any that is produced has longevity i.e. it’s something you want to keep and store your jewellery in, or that you might want to repurpose in some way.
thanks for the insight!
you never miss!!
brilliant (per usual) 💎 (I'm stunned how bland their IG is!)
So, so gorgeous!
This is amazing
Soo good as always. Love the Kira Kira mention, what a blast from the past.
I made myself laugh at that one