Sales Strategy

Tiffany & Co. Accelerates High Jewelry Strategy April 03, 2023 (0 comments)

New York, NY--Tiffany & Co. has ambitious plans to expand its high jewelry division further. 

[Image via The Business of Fashion]

According to a report, the luxury brand is set to launch a series of experiential sales events and innovative designs on a global scale at an accelerated pace. After doubling its high jewelry revenue in 2022, Tiffany is eager to build on this success.

The company held its first "Diamonds and Wonders" high jewelry event in Park City, Utah, showcasing a variety of white diamonds, including a 106-carat necklace. This event will continue in Shanghai and Sydney, as Tiffany aims to tap into the growing high jewelry market with more frequent events and initiatives.

Under LVMH's watch and jewelry division, Tiffany is adopting strategies from its sister brands to enhance its high jewelry offerings. The annual Blue Book collection will be supplemented by smaller traveling capsules like the "Diamonds and Wonders" event. CEO Anthony Ledru believes Tiffany can cater to heritage-focused clients and a younger, fashion-forward audience.

As the company prepares to reopen its renovated Fifth Avenue flagship store, Tiffany will dedicate a whole floor to high jewelry and host the 2023 Blue Book collection kickoff event this summer.

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