Tiffany & Co. celebrated its 175th year in 2012
with new collections, global expansion, and
early 2013 performance exceeding expectations.
Creating the Jazz Age collection for
Baz Luhrmann’s The Great Gatsby 3-D motion
picture, it revived classic designs with a modern
twist. Tiffany also renewed its 20-year collaboration
with Italian designer Elsa Peretti
and introduced the Ziegfeld collection, the
Harmony engagement ring, and a reinterpretation
of its iconic Atlas collection. The brand
also expanded in growth markets, opening
28 stores in Brazil, the Czech Republic, and
China. Preparations are now underway for
the 2014 opening of its largest European
boutique, a multi-story, 10,000 square-foot
flagship store on Paris’ Champs-Élysées.
Tiffany & Co. shares are performing well,
with Forbes declaring in a recent headline:
“Tiffany Looks Like a Jewel for the Bulls.” This
year the brand filed a trademark infringement
lawsuit against Costco regarding diamond
rings resembling the Tiffany setting.
Tiffany continues to lead the conversation
with the mining industry, NGOs, and local
communities on responsible operating standards.
The brand was listed in the FTSE4Good
Index for its environmental sustainability,
human rights, and supply chain labor standards.
Tiffany faces a tough balancing act as
the brand continues to expand its global footprint,
product offerings, and consumer base.
While a strong silver offering broadens the
brand’s consumer base, representing higher
margins, it could also dilute its luxury image
and cause consumer confusion.