Tiffany & Co takes the dream international

Tiffany & Co. has inaugurated a new chapter in its history by going international, following the opening of its iconic flagship “The Landmark” in New York. Under the direction of Anthony Ledru, the famous jeweler, owned by LVMH, creates exclusive events around the world to stimulate growth in key markets such as Asia and the Middle East.

Eyes bigger than the world. Following the inauguration of its New York landmark “The Landmark” last April, American Ve Avenue jeweler Tiffany & Co has set out to meet its international clientele once again, by renovating or opening brand-new flagships and Blue Box Cafés.

In an interview with WWD, Anthony Ledru, CEO of Tiffany & Co, shared his outlook on the company’s aspirations, as it plans to intensify its growth with a particular focus on creating unique brand-related events on an international scale.

Since 2020, Tiffany, owned by the LVMH group, along with other brands in the watches and jewelry category, have contributed to the luxury group’s solid performance. In 2022, its sales increased by 18%, reaching 10.581 billion euros.

In order to accelerate its growth in the future, Tiffany & Co is also looking to broaden its audience. In recent months, the brand has made a name for itself with Asian flagships in Shanghai and Tokyo, as well as in Europe, the United States and even the Middle East. The American jeweller has no intention of stopping there, and is already planning to open new flagships in China this year and in Korea in 2025.

Blue Book in Shanghai

For the very first time in its 186-year history, Tiffany & Co. has decided to make the global debut of its iconic Blue Book, christened “Out of the Blue” for the 2023 autumn season, in Shanghai. This famous Blue Book, which takes its name from Tiffany’s characteristic blue, has its roots in 1845 in the form of a mail-order catalog. At the turn of the twentieth century, it evolved into an annual publication highlighting Tiffany’s most exceptional and rare fine jewelry creations.

China, one of Tiffany’s largest markets, is also identified as a major priority for the future. “There is enormous potential in China in the fine jewelry market, and we look forward to continuing to strengthen our presence in the country through our culture of customer loyalty, experiences, events and new store openings,” says Anthony Ledru, CEO of Tiffany & Co.

In 2023, “Out of the Blue” unveils the most extensive high jewelry collection ever created by the brand, released in two stages throughout the year. The autumn version expands the collection’s five pre-existing themes – Shell, Coral, Fish, Sea Urchin and Starfish – by introducing a brand-new motif: the Sea Anemone.

The launch of the Blue Book marks the beginning of Tiffany’s initiatives to get closer to luxury consumers in China. The company is currently expanding and revitalizing its retail network, with the addition of 38 new Tiffany boutiques in mainland China. These outlets are inspired by the recent renovation of the historic Tiffany flagship in New York, reopened last April as “The Landmark” . This was the case for the one that opened this year in Shenzhen Bay, while the Shanghai Qiantan Takooli is scheduled to open soon, creating a glamorous ambience for future Tiffany shopping experiences in the Middle Kingdom.

New Landmark in Tokyo

The Landmark concept in New York has been further extended to other Tiffany boutiques, including the Tokyo flagship. Nestled in Tokyo’s Ginza district, the Tiffany & Co. boutique is the brand’s third address outside the USA to adopt this inspiration. After relocating in 1996, the flagship underwent its first phase of renovation in 2008. Fifteen years later, the flagship store, recognizable by its façade designed by architect Kengo Kuma, is reinventing itself.

Occupying an area of around 890 square meters, works of art mingle with the company’s collections, and the new showcase concept, inspired by diamonds, transports customers into the world of Tiffany & Co. The second floor showcases the Tiffany T, Tiffany Hardwear and Tiffany Lock lines. An area dedicated to Elsa Peretti’s collections pays tribute to the late designer, who joined the company in 1974. On the second floor, customers can explore the Maison’s Amour and Fiançailles collections, including the famous Tiffany Setting line. Finally, the private salon has been transformed into a luxurious space.