showcase day 2
Tiffany’s Timeless Charms
-Tiffany & Co. Panel Coverage
By Devon Lee
From the cinematic elegance of Breakfast at Tiffany’s to Marilyn Monroe's immortalized anthem “Diamonds Are a Girl’s Best Friend,” Tiffany Jewelers stands as an iconic and historic jewelry manufacturer and marketer, perpetuating a legacy of creativity and refinement throughout its enduring existence.
Julia Parisi, a global marketing manager, and Martin Lynch, a global marketing director, offer their perspectives on how Tiffany preserves its legacy while continuously innovating in its campaigns.
With over 8 years of experience with the brand, Martin Lynch shares Tiffany’s accomplishments, noting that it has achieved feats that even Cartier and Van Cleef could not match. One such example is the innovative use of brand ambassadors to spread jewelry campaigns worldwide. As the official jeweler for Beyoncé’s tour, Tiffany undoubtedly wields significant influence in the industry.
Tiffany has long recognized the importance of ambassadors, dating back to iconic figures like Audrey Hepburn. Setting itself apart from other brands, Tiffany embraces culture wholeheartedly. Following its acquisition by LVMH in 2021, ambassadors have emerged as a cornerstone of their marketing approach.
The selection of ambassadors is a careful process, considering numerous factors. Beyoncé serves as a prime example. She symbolizes a shift towards innovation and daring endeavors, marking the beginning of a new era of boldness for the brand. According to Martin Lynch, consumers want to see authenticity, “The idea of imperfection, showing life’s challenges, and embracing individuality is what counts”
Tiffany endeavors to cultivate iconic status, recognizing that jewelry is often associated with prestige, requiring relevance in presentation. Leveraging celebrities as powerful tools, they personify specific designs, believing that bold designs create bold icons. Placing Blackpink’s Rose as the face of a particular collection exemplifies the strategy of aligning a celebrity’s distinct traits with the essence of a particular collection, aiming to effectively market and sell the idea behind it.
Julia Parsini highlights the widespread embrace of fandom on a global scale. People readily express their admiration for celebrities, brands, and more. Recognizing this, Tiffany actively engages with and leverages this openness to fandom as fandoms respond well when brands can capture aspects of a celebrity’s persona, like Beyoncé, and bring them to life.