[ICYMI] Tiffany reopens flagship New York store under French management
On Wednesday, the iconic Manhattan jewelry store -- immortalized by the 1961 film"Breakfast at Tiffany's" -- was officially reopened following the remodelling, which the luxury jeweler hopes will help fuel the brand's momentum under its new ownership.
Tiffany is looking to remain true to its origins while remaining culturally"relevant," and the company wants to make the brand"approachable to all generations," he said.Tiffany was founded in New York in 1837, and has become best known for its diamonds, silver jewelry and engagement rings sold in the brand's iconic robin's egg blue boxes.
The luxury brand has also forged a partnership with US footwear giant Nike to go along with the revamp.The company long relied on a"very strong reputation," but was also"very conservative in its choices, very slow and quite obsessed with the short term" to satisfy shareholders, he told AFP. The current management's marketing and communication strategy are"more modern," which is necessary"to recruit younger consumers," he said.Vogue Editor-in-Chief Anna Wintour attends the Tiffany & Co ribbon-cutting ceremony for Tiffany's flagship store in New York, April 26, 2023The jeweler has also launched a range of new products such as the"T by Tiffany" ring and, more recently, its"Lock" line of bracelets.
The renovation of the New York store began under previous management in 2019, and continued after Tiffany's takeover by LVMH.
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