The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.
Tiffany Launches New Collection During Quarantine
T1 is a bolder take on the Tiffany T range, celebrating a woman’s personal power.
The New York-headquartered jeweler is providing an antidote to the general quarantine-induced sense of uncertainty with a bold update to the Tiffany T collection, T1.
“The goal was to reinvent the ‘T’ motif in a new bold symbol that felt very modern,” Reed Krakoff, chief artistic officer, said on the Tiffany website.
The 18-karat rose gold and diamond collection sees rings and bangles crafted in the Tiffany T motif with a bolder, beveled edge.
T1 is a symbol of the wearer’s connection to herself, a totem of personal power, per the brand’s messaging.
The smallest ring in 18-karat gold without diamonds sells for $850, while a hinged bracelet covered in two rows of pave round brilliant-cut diamonds weighing more than four carats is priced at $28,000.
“The stones nest into each other evoking a honeycomb pattern,” Krakoff said.
The addition to the Tiffany T range was quietly previewed at the BAFTA awards this year, Great Britain’s version of the Oscars, when Charlize Theron sported a T1 high jewelry choker, seen below.
Embed from Getty Images
With much of the world on lockdown, Tiffany officially unveiled T1 digitally last month, posting campaign videos and images on its website, and promoting it last week on Instagram.
Supermodels Vittoria Ceretti, Freja Beha Erichsen and Adut Akech star in the campaign, which is rendered in black and white, save for the rose gold jewels and splashes of “Tiffany blue.”
Videos depict the women as superhero-esque figures, with punchy music denoting the kitsch of good guys fighting crime in cartoons.
Tiffany uses words like “empowerment,” “independent,” “unwavering,” and “strong,” across its T1 Instagram and website campaign, ostensibly appealing to a self-purchasing consumer.
As brands adopt a more sensitive, considerate tone during the pandemic, Tiffany’s homepage as of press time showcased T1 with the words “Courage. Strength. Optimism.”
The messaging cleverly pivots its theme of personal empowerment to the strength required to endure challenges, a subtle move that switches focus from the individual to the collective.
Tiffany has also upped its social content to connect with its audience on social media.
Last week, the brand launched a weekly Instagram Live series to coincide with its T1 push.
RELATED CONTENT—Instagram Live: Avoid These 3 Pitfalls to Ensure Success
The first guest was Cleo Wade, the millennial-favorite poet, author, artist and activist.
Instagram Live, which allows users to stream their stories—you guessed it—live and remain for 24 hours, has exploded as people lock down in their homes and social distance.
Business Insider noted that Instagram Live usage jumped 70 percent from mid-March to mid-April.
The Latest
He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.
The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.
There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.
A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.
Ho Brothers offers scalable solutions for the future of custom jewelry.
The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.
Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.
The former WJA executive director is MFM’s new managing director.
DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.
Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.
Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.
The retailer previously turned down an $8.4 billion offer in 2018.
The Florida store’s owner Miguel Gonzalez is retiring.
The lab stresses the importance of accurate identification, as the difference in price is “substantial.”
The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.
One is reserved for a NAJA member, the other for a non-member.
Longtime employees Carie Lehrke and Megan Mattice have received promotions.
Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.
Chris Clipper and Robert Lepere join the company with 50 years of combined experience.
The trendy, metallic earrings wink at classic spring colors.
JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.
The miner’s March auction generated $19 million.