Tiffany’s new engagement ring, the Tiffany True, is available in platinum with a square mixed-cut diamond or in 18-karat yellow gold with a yellow diamond. Engagement rings account for 21 percent of the jeweler’s sales in the Americas.
New York—Tiffany & Co.’s CEO teased an “innovative diamond ring concept” during the company’s second quarter earnings call last month, and now it’s here.

Called Tiffany True, it is the jeweler’s first new engagement ring line since 2011, when it introduced Harmony, and the first with a dedicated diamond cut since Tiffany Lucida in 1999.

With this collection, the New York-based jeweler has created what it described as a “modern masterpiece;” a clean-looking engagement ring with sleek architectural lines and a diamond that sits low on the finger, “making it functional for the modern woman.”

The setting of Tiffany True also contains a subtle detail and nod to the 181-year-old jeweler, as a beveled “T” is visible when viewed from the side.

Chief Artistic Officer Reed Krakoff called it a “supreme expression of modern love.”
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The minimalistic design of Tiffany True echoes what many independent jewelers reported to National Jeweler for the 50 Jewelers/50 States series in 2017: Consumers today are leaning toward cleaner styles for engagement rings, trending away from halos and fussy floral settings to simple, prong-set solitaires.

And for Tiffany, it seems simplicity never went out of style. The six-prong Tiffany Setting, which it created in 1886 and has gone to great lengths to protect, remains its No. 1 seller.

Rings in the Tiffany True line are available in platinum or 18-karat yellow gold.

The platinum rings are set with a mixed-cut white diamond that combines a brilliant-cut pavilion with a step-cut crown that Tiffany said was engineered for maximum brilliance. Although the diamond has a name—it’s also called Tiffany True—and was created specifically for this collection, a company spokesperson confirmed that it is not a patented cut.

The yellow gold versions are set with cushion-cut yellow diamonds.

Prices in the Tiffany True line start at $7,000 and go up to $197,000+. It will be in stores in North America this autumn and go worldwide in 2019.

Tiffany True is the second line designed under Reed Krakoff, who succeeded Francesca Amfitheatrof as the company’s head of design in February 2017. He introduced his first collection, “Paper Flowers,” this past spring.

It’s also the second collection to come out since former Diesel boss Alessandro Bogliolo took over as CEO in July 2017.

Under the duo, the retailer is focusing on bringing more new product to market faster. It recently consolidated its design and engineering teams, which were working in separate offices in New York and Rhode Island, into one facility in New York City, not far from the retailer’s headquarters at 200 Fifth Ave.

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