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Audrey Hepburn had breakfast looking at its windows and Charlotte (Kristin Davis), in ‘Sex and the City’, set up a situation for a marriage proposal to happen in front of the store, just to have a romantic story to tell to her future grandchildren. Indeed, it’s hard to find something more romantic and dreamy than a Tiffany’s diamond.
Tiffany & Co was established in 1837 by Charles Lewis Tiffany, as a small luxury and stationery store, following the philosophy that “good design is good business”. Shortly after, New York’s high society became a fan of the pieces in sterling silver, china and crystal, but it was the introduction of diamonds that propelled the brand to win the world and build its identity. The first ones purchased by Charles were from the French Crown, with stoning made in a way that increased the brightness more than the size. The path to sell the famous engagement rings was open.
Throughout the twentieth century, the company collaborated with great designers and positioned itself as an innovator in the use of stones. Jean Schlumberger, Elsa Peretti, Paloma Picasso and, more recently, Frank Gehry (2006) created easily recognizable classics such as the pendants in the shape of a heart, dove, bean or drop; bracelets inspired by bones, diamonds ‘claws’, chains interlaced… To celebrate its 175th anniversary, the Tiffany 1837 line was launched in a limited edition, along with Rubedo metal, which reproduces the colour of dawn.
From a simple pendant to an elaborate necklace, everything is perfectly wrapped in the famous ‘Tiffany Blue Box’, the one with a trademark blue, present in all company communications. The colour has become synonymous of sophistication and exclusivity, and was adopted during the Victorian era, when it was very popular in gift packaging or in a book covering. That’s why Charles decided to use it in the store.
The blue box is undeniably romantic and a symbol of something extraordinary to come. May it be marriage, birth of a child, a milestone birthday, a big celebration… At last, a reason to bring people together and celebrate love. Therefore, the brand is a great example of the Lover archetype. The essence of its products is to promote romance, intimacy and beauty in a special and unforgettable way. As well as a lasting love story!