TIFFANY &CO.
BRAND PRESENTATION
Name:s.vigneshwari
Roll.no:22011ca059
B.design 5th sem,3rd year
INTRODUCTION
Tiffany & Co. (colloquially known as Tiffany's) is an
American luxury jewelry and specialty design house
headquartered on Fifth Avenue in Manhattan.
Tiffany is known for its luxury goods, particularly its
sterling silver and diamond jewelry. These goods
are sold at Tiffany stores, online, and through
corporate merchandising. Its name and branding are
licensed to Coty for fragrances and to Luxottica for
eyewear.
HISTORY
Tiffany & Co. was founded in 1837 by Charles Lewis
Tiffany and John B. Young, in New York City, as a
"stationery and fancy goods emporium", with the help of
Charles Tiffany's father, who financed the store for only
$1,000 with profits from a cotton mill.The store initially
sold a wide variety of stationery items and, as of 1837,
operated as "Tiffany, Young and Ellis" at 259 Broadway
in Lower Manhattan.The name was shortened to Tiffany
& Company in 1853, when Charles Tiffany took control
and established the firm's emphasis on jewelry.The
company has since opened stores in major cities
worldwide.
BLUE BOOK" AND ACQUISITION BY
THE CIVIL WAR LVMH
In November 2019, LVMH announced its
The first Tiffany mail order catalog, purchase of Tiffany & Co for $16.2 billion, $135
known as the "Blue Book", was per share.
published in 1845 in the United States
(U.S.),and publishing of the catalog After LVMH's acquisition, several of Tiffany's
continues in the 21st century. senior leaders were replaced with executives
from other sectors of LVMH. Alexandre Arnault
GILDED AGE was given the role of executive vice president.
In 1870, the company built a new store building
at 15 Union Square West, Manhattan, which
was designed by John Kellum and cost
US$500,000. It was described by The New
York Times as a "palace of jewels." Tiffany
stayed at this site until 1906.
HISTORY 2018
In March 2018, the company opened the Jewelry
2000 Design and Innovation Workshop, a new 17,000-
square-foot atelier.
The Tiffany & Co. Foundation was established in 2000
to provide grants to nonprofit organizations working in 2019
the areas of the environment and the arts. In August 2019, Tiffany launched their first men's
jewelry collection in October of the same year. The line
2002 was developed by Reed Krakoff.
Tiffany & Co. established their subsidiary Laurelton
In October 2019, Tiffany opened a new brand exhibition
Diamonds in 2002 to manage Tiffany's worldwide
in Shanghai, China called "Vision & Virtuosity".
diamond supply chain.
2020
2009
Tiffany opened its first store in New Delhi, India on 3
In 2009, a collaboration between the Japanese mobile-
February 2020.
phone operator SoftBank and Tiffany & Co. was
announced.
Also in 2009, the company launched their Tiffany Keys
collection
2017
In April 2017, the company launched their Tiffany
HardWear collection.
ADVERTISING
After the initial publication of the "Blue Book" Tiffany catalog in
1845, Tiffany continued to use its catalog as part of its
advertisement strategy. The Tiffany catalog, one of the first
catalogs printed in full color, remained free until 1972. Tiffany's
mail-order catalogs reached 15 million people in 1994.
In 2017, Tiffany partnered with American pop star Lady Gaga for
an ad campaign promoting the company's HardWear collection.
In May 2018, Tiffany partnered with Spotify for the launch of
Tiffany's "Believe in Dreams" campaign and Paper Flowers
collection, releasing a cover of the song "Moon River" by Elle
Fanning and rapper A$AP Ferg on the music streaming service.
In 2019, Tiffany partnered with American celebrity Kendall Jenner
to promote the company's spring fashion line.
In 2023, actress Anya Taylor-Joy became the face of Tiffany's fine
jewelry campaign. She features prominently in the 2023 Blue Book
collection.
KEY PRODUCTS
LEATHER GOODS
DIAMONDS ACCESSORIES
FRAGRANCES WATCHES
CONCLUSION
Tiffany & Co. has a rich history and a strong
foundation for continued success. By staying true to
its core values, embracing innovation, and adapting
to the changing market, Tiffany can maintain its
position as a leading luxury brand for generations to
come.
Tiffany is well-known for its unique blue packaging
and excellent artistry. The company's use of high-
quality materials, elegant design, and a rich brand
heritage that can be traced back to its foundation in
1837 all contribute to further strengthening the link
that the brand has with luxury.
THANK YOU
