Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
TechnologyAug 05, 2016
The Scoop on Tiffany’s #LoveNotLike Campaign
Tiffany & Co. is attempting to attract millennials with a new social media campaign.
Fernanda Ly is one of three models featured in Tiffany & Co.’s #LoveNotLike campaign.
New York--Tiffany & Co. is jumping hard on the millennial bandwagon.
The brand, which has seen sales slip recently, announced a number of initiatives intended to turn around its performance. Among the jeweler’s varied strategy: wholesaling via e-tailer Net-a-Porter, a partnership with Grace Coddington, perfume, and a Reed Krakoff home collaboration.
But in 2016, perhaps none of that is as important as Tiffany’s recently unveiled social media campaign, called #LoveNotLike.
Tiffany & Co. VP of Digital Marketing, Diana Hong, explained in a statement, “We live in a social culture of ‘like’, but for Tiffany & Co., ‘like’ is not enough. #LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate.”
The campaign promotes the new Return to Tiffany Love collection, an update on the classic Return to Tiffany category.
#LoveNotLike features three of-the-moment models--Fernanda Ly, Imaan Hammam and Pyper America Smith--who, on a scale between cool and classic, definitely fall on the cool side.
Imaan Hammam
Pyper America Smith
Pyper America Smith
Campaign images of the trio, who were shot by buzzy photographer Cass Bird, will appear in digital and print ads, on Tiffany.com and social media. Ly, Hammam and Smith started promoting #LoveNotLike on their own social media accounts on July 19.
The filter featured a large heart, framing Snapchatters’ faces and Tiffany-blue hearts over their eyes, plus the collection and brand logos.
From July 28 to Aug. 31, 93 Tiffany stores in the United States will feature Snapchat geo-filters, or filters only accessible to Snapchat users when physically at the location of the designated Tiffany stores.
As of press time, Snapchat was not available for comment on the pricing of such extensive custom filters.
So, what can independent retailers learn from this?
It’s all about the packaging.
Take a classic best-seller and spin it for the 21st century via a marketing campaign that centers on a catchy hashtag and promote it across multiple platforms: a print or digital ad, Instagram, Twitter, Snapchat, perhaps even with the help of a paid influencer or two; and don’t be afraid to get creative.
After all, anyone can make a Snapchat geo-filter for their
More on Technology
The Latest
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
IndependentsApr 16, 2025
Catbird Expands to ChicagoThe opening marks the jewelry retailer’s first location in the Midwest.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
MajorsApr 16, 2025
WJA Announces Board Members, New Chicago Chapter PresidentThe announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.
EditorsApr 15, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. DivisionKentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.
