Tiffany & Co is back, with the news that it is “knot” the Tiffany’s of the past. Following its acquisition by LVMH, the robin’s egg blue brand underwent a complete image overhaul. Gone are the days of associating the brand with Audrey Hepburn, New York Upper East Side luxury and glamorous debutante balls for private school privilege. In fact, the “new” Tiffany’s can pretty much be summed up as this- Season 1 Jenny Humphrey vs Season 2 (and honestly, 3,4,5, and 6) Jenny Humphrey (if you know, you know 😉)
Young, edgy, cool, hip. Neither rebellious nor prim and proper. Rather, the new look is free-spirited and modern day marvelous. Like its recent “Not Your Mother’s Tiffany” campaign, the new fine jewellery collection, Tiffany Knot, is marketed under the tagline “knot your typical city.” Moreover, social media marketing includes such zingers as “New York, New Collection,” “Big City Energy,” and “Warning: Tiffany Knot May Cause Street Cred to Spike.”
This new direction is more Empire State of Mind than New York, New York. More Jay-Z modern royalty than old school Frank Sinatra. Coincidentally, the former just so happens to be one of the new house ambassadors alongside his wife, Beyoncé, and the two have featured in a campaign that is a modern take on a beloved classic.
Although Tiffany’s is one of the oldest luxury brands, its’ clearly looking to a new generation of consumers. With Millennials and GenZers now the fastest growing consumer segment globally, Tiffany & Co. has set its sights on capturing this demographic. The appeal is direct and unabashed: not as the jewellery brand their parents or grandparents wear, but one that they themselves want to sport. Of course, on the other hand, Tiffany’s risks offending mom and dad… maybe it just doesn’t care.
The actual collection itself is quite stunning in its simplicity. Available in yellow and rose gold (white gold pieces will become available in 2022), the Knot line includes necklaces, bracelets, rings and earrings. The brand’s official website states that pieces are “defined by a knot motif with pavé diamonds, symbolizing the power of connections between people.”
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Tiffany Knot pieces are hand crafted by the house’s master artisans- taking approximately 22 hours to complete and featuring over 400 diamonds set at precise angle to maximize brilliance. Moreover, each piece sports an innovative clasp hidden within the know motif itself for a seamless finish.
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The following is a set of images outlining prices for pieces in the new collection (courtesy of @diamondsindubai).
Whether or knot (pun intended) you’re a fan of Tiffany’s new direction, what do you think of the Knot collection? What about the theme of the line? Do you like the creative direction Tiffany & Co. is looking to rebrand itself in order to appeal to a new generation?
Updated: September 10th, 2021