Recently, BLACKPINK member ROSÉ shot the new 2022 ad campaign for Tiffany’s HardWear series. I absolutely fell in love with it – it perfectly embodies modern fashion!
Out of curiosity, I conducted a small survey among my girlfriends to find out which jewelry brands they prefer. My first thought was Tiffany, and sure enough, it received the most votes. There’s just something magical about Tiffany’s little blue box that captivates women.
I’ve always been a big fan of this brand, and while many women may like it, they might not have a deep understanding of Tiffany’s present and past. So today, I’d like to have an in-depth chat about all things Tiffany. Its history is truly fascinating! Let’s dive in, darlings~
Brand Ambassadors
Tiffany has an incredible eye for choosing brand ambassadors. Take for instance the power couple from the Western music industry, Beyoncé and Jay-Z. Their promotional video is absolutely mesmerizing!
For this campaign, not only did they choose the song “Moon River” from “Breakfast at Tiffany’s,” but Beyoncé also wore “The Tiffany Diamond” – the legendary yellow diamond previously worn by Audrey Hepburn in promotional posters. The visuals are simply breathtaking~
Tiffany T ambassador Yi Yang Qianxi (Jackson Yee) stars in Tiffany’s new ad campaign, embodying a modern interpretation of independent and confident radiance. To me, T is not just an abbreviation of the Tiffany brand name, but also an interpretation of the brand spirit. I hope everyone can be like Yi Yang Qianxi and become the ‘irreplaceable’ version of themselves. 💪
On February 23, 2022, world-renowned jewelry brand Tiffany & Co. collaborated with global brand ambassador Eileen Gu to focus on the new Tiffany Knot series jewelry, presenting the ad campaign “Knot Your Typical City.” This series of ads is also super appealing, and Eileen Gu has definitely won me over~~
Looking at some of her media photos, it’s clear that Eileen Gu is also a dedicated brand ambassador. She often shares photos of herself wearing Tiffany pieces, proving she’s a true Tiffany fan~
ROSÉ, a member of my favorite girl group BLACKPINK, is also one of Tiffany’s brand ambassadors. Her 2022 new ad campaign continues the chapter of modern spirit and fearless attitude, interpreting the Tiffany HardWear series. It’s truly captivating.
I’m completely sold on this series – it looks amazing when worn, especially in summer. It’s super photogenic, and I highly recommend it to all the ladies out there~
Set in a minimalist scene, ROSÉ (Park Chaeyoung) showcases her unique charm through the lens, truly embodying the Tiffany HardWear series. The dazzling and avant-garde style, coupled with the clean and refreshing metallic feel of the Tiffany HardWear series, interprets the essence of modern elegance. Modern girls shouldn’t miss out on this!
Undoubtedly, with the endorsement of popular celebrities from various countries, Tiffany & Co.’s popularity has been on the rise. A series of collaborations and designs have thoroughly won over the younger demographic, confirming the correctness of Tiffany & Co.’s decision-making.
Of course, in terms of crossovers, Tiffany is also a legend. They collaborated with artist Daniel Arsham to reimagine Tiffany & Co.’s iconic blue box, crafting it in bronze to give it a sense of age and history, with hand-painted green maintaining the classic Tiffany blue tone. This fusion of new and old elements creates a very vintage feel.
Later, they again collaborated with Daniel Arsham on the NBA All-Star limited edition basketball – Wilson, paying tribute to basketball. This move also attracted many sports and basketball fans~
Brand Story
For nearly two centuries since its founding, Tiffany has become a world-renowned, top-tier American jewelry brand known for its style and allure.
Tiffany’s Humble Beginnings as a Small General Store
On September 21, 1837, 20-year-old Charles Lewis Tiffany and John B. Young decided to start their journey on Broadway in New York. They jointly opened a small general store called Tiffany & Young (named after the two founders), marking the first appearance of the Tiffany name in the public eye.
This small general store sold stationery, gifts, umbrellas, walking sticks, and other exquisite small items. On its first day, they opened the doors to a different life for Tiffany with just 20 items and a turnover of $4.98.
Tiffany & Co. was established in 1837 in New York, United States, and was initially famous for its silver tableware – a fact that many may not know!
Those who often watch European documentaries surely know that European noble families have long had the habit of using silver cutlery, stationery, and religious items. This trend was even more popular in the United States’ former sovereign, Britain. When the United States was newly established, it still took pride in British fashions.
It was under these circumstances that Charles Tiffany, an American businessman, began operating a silverware store on Broadway, later expanding into the jewelry business.
Tiffany pioneered the silver jewelry era. Looking at the timeline of famous silver jewelry brands across countries, you’ll see that Tiffany is undoubtedly No. 1, leading the second place by a full 60 years – quite an impressive feat.
It can be said that Tiffany started with silver items before moving into the diamond business. Descriptions like “To make money from silver jewelry, they had to expand silver into daily life items. So Tiffany made as many everyday items as possible out of silver” are essentially putting the cart before the horse. Silver stationery was Tiffany’s original business.
From 1851, Tiffany established S925 silver as the standard. Thereafter, S925 silver was “requisitioned” by various brands, but Tiffany’s achievements with “silver” are unparalleled. In fact, before Tiffany, there were thousands of jewelers making 925 silver (Sterling silver, a standard introduced in 1283) stationery and lifestyle accessories…
At the 1867 Paris World’s Fair, Tiffany won the grand prize for craftsmanship with an exquisitely inlaid silver piece.
In 1873, Tiffany’s silver jewelry boxes and silverware were permanently collected by the Boston Museum of Fine Arts, making it the only brand at the time to have silver products enter a museum collection.
In 1876, to commemorate the centennial of American independence, Tiffany created commemorative bracelets made of 925 silver.
“The First Person to Give Silver Jewelry Luxury Status” — Elsa Peretti, Tiffany’s Legendary Female Jewelry Designer
In 1974, introduced by Halston, Peretti began collaborating with Tiffany as an independent designer. Her first silver jewelry collection sold out on the day of its launch, sparking an overnight revolution in the jewelry industry’s silver sector. This was a major event in Tiffany’s history.
These silver pieces had no superfluous decorations or gemstone inlays. Their minimalist style went against the prevailing jewelry aesthetics of the time, and it was precisely this point that set Tiffany apart.
Regarding diamonds, in 1886, Tiffany pioneered the classic platinum six-prong diamond ring, revealing to the world the original beauty of jewelry and the charm of minimalist style. After its introduction, the “six-prong setting” immediately became the international standard for engagement ring settings. This is probably the type of diamond ring that every girl adores!
By the end of the 19th century, Tiffany’s prowess rivaled that of European jewelers. Its clientele included European royalty and the wealthy, with founder Charles Lewis Tiffany dubbed the “King of Diamonds” by American media.
At the 1870 Paris World’s Fair, Tiffany first gained global attention. In 1878, Charles purchased the legendary yellow diamond for $18,000, one of the world’s largest and finest yellow diamonds. This earned Tiffany the title “King of Diamonds” and rapidly propelled it to become a world-class brand.
1886 was also a significant year for Tiffany, as the brand introduced its most classic Setting series diamond ring: its design featured six platinum prongs setting the diamond on the ring, maximizing the diamond’s brilliance and allowing it to reflect light from all angles.
Out of confidence in the blue box, Charles Lewis Tiffany personally set a rule that the box could not be sold separately. The New York Sun in 1906 described it thus:
“Tiffany has one thing you can’t buy no matter how much money you have, because it’s only given, never sold. That’s the Tiffany box.”
Tiffany Blue
Tiffany Blue is the signature color of the fashion brand Tiffany & Co. When it comes to engraving a brand’s exclusive color into its DNA, none can compare to Tiffany & Co.
Tiffany has two miracles that many jewelry brands envy.
These two are undoubtedly the most successful product placements in history. One is the 1961 film “Breakfast at Tiffany’s,” which we just mentioned, where the iconic scene of goddess Audrey Hepburn enjoying breakfast outside Tiffany’s jewelry store on Fifth Avenue has become one of the most brilliant moments in film history!
The other is the creation of “Tiffany Blue” to represent love. As early as the 19th century Victorian era, blue was seen as a symbol of elegance and nobility in Western culture.
Robin’s egg blue is hailed as the embodiment of happiness. Legend has it that the robin that lays it has only one mate for life, thus endowing this color with the promise of unwavering fidelity. This gives Tiffany’s jewelry a more touching meaning, adding an everlasting romantic aura to the brand.
Tiffany & Co. chose this color with a unique character for corporate use to convey a spirit, to create a “color” to interpret love for the sake of love.
Tiffany & Co.’s timeless style centered on love has written countless touching stories for lovers around the world. Their dazzling and exquisite jewelry is a beautiful witness to romantic love and a solemn promise to continue true love.
When the white ribbon falls and the blue box gently opens, a journey of true love begins.
Tiffany is one of the world’s best jewelry brands at creating dreams and comforting hearts. Just looking at the advertisements they release every year is enough to satisfy the fantasies of all women in the world. Owning many little blue boxes must be every girl’s dream, haha~
Ask yourself, which girl in the world doesn’t hope to receive a Tiffany blue box? It’s known that from successive U.S. Presidents to European royalty, when proposing or celebrating the birth of a child, they all choose Tiffany to give to their partners.
Tiffany has witnessed the happiness, joy, and touching moments on many people’s future paths, giving a noble and gorgeous sense of ceremony to every important moment.
Every Tiffany collection is highly capable of expressing a distinct personal style, creating the most unique love token for couples, helping them find a more complete self in love.
Beyond being touched by its symbolism of love, I’m also incredibly impressed by how remarkable “Tiffany Blue” truly is. Not only does it have its own RGB and CMYK values, but it’s also registered as an internationally recognized standard color card with its own Pantone number, 1837 – which happens to be the year Tiffany was founded.
In 2001, the global color authority PANTONE even created a custom color code for Tiffany Blue: “1837 Blue”.
Due to the uniqueness of Tiffany Blue, even the iconic white ribbon “Tiffany Blue Box” has been patented, becoming one of the most recognizable designs in packaging history.
Tiffany in Movies
Like many others, I first heard of Tiffany because of Audrey Hepburn’s 1961 film “Breakfast at Tiffany’s”.
In 1961, Tiffany’s leader at the time, Walter Hoving, initiated the filming of “Breakfast at Tiffany’s”. This was also a crucial step in making Tiffany popular among the American public beyond just the upper class.
There’s an unforgettable scene in the film:
In the early morning, outside the Tiffany store on New York’s Fifth Avenue, Holly, a refined young woman in a little black dress, holds her breakfast wrapped in a brown paper bag, gazing longingly at the exquisite and beautiful items inside the store.
Hepburn’s little black dress look has also become a cinema classic, often paid tribute to and imitated by later actresses. She even wore this dress while adorned with Tiffany’s legendary 128.54-carat yellow diamond.
Later, when Lady Gaga and Beyoncé wore this necklace, they also cosplayed Hepburn’s look, proving that classics never go out of style.
“The Great Gatsby” is another iconic masterpiece, featuring an all-star cast portraying the luxurious life and love stories of New York’s high society in the 1920s.
As a top jeweler that defined and interpreted American luxury style, Tiffany perfectly recreated the most representative art and fashion classics of this prosperous era.
Tiffany’s collaboration with Gatsby went far beyond just making an appearance in the film; it permeated the entire production process: Gatsby’s daisy-themed rings and cufflinks in the film, as well as the leading lady’s pearl necklace, bracelet, and headdress…
All of these were specially created by Tiffany for this film. Some plot points in the movie were even inspired by personal experiences of Tiffany’s chief designer.
Having read this far, have you gained a deeper understanding of Tiffany? Actually, what attracts me to love Tiffany so much is also its motto “It will accompany you for life”. This is a famous quote from the legendary jewelry designer Elsa Peretti!
That’s all for today’s sharing about Tiffany. Leave your thoughts below! See you next time~~
From General Store to Luxury Jeweler: Unveiling the Timeless Allure of Tiffany’s 180-Year Legacy
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