Editors

Tiffany’s ‘Lock’ Bangle May Be Its Answer to Cartier’s ‘Love’ Bracelet

EditorsAug 16, 2022

Tiffany’s ‘Lock’ Bangle May Be Its Answer to Cartier’s ‘Love’ Bracelet

The unisex style succeeds in several ways while saying a lot about what’s trending in jewelry, writes Senior Editor, Fashion, Ashley Davis.

20220816_Tiffany1.jpg
Tiffany & Co. has unveiled its new “Lock” collection, comprising eight bangle styles. (Image courtesy of Tiffany & Co.)
Since LVMH acquired the brand in early 2021, Tiffany & Co. has been throwing ideas at the wall and seeing what sticks. 

A Patek Philippe watch with a Tiffany blue dial, an ad campaign starring Beyoncé and Jay-Z, cryptocurrency marketing ploys, and actual NFTs and NFT-inspired pendants are just some of the American jeweler’s recent buzzy moments meant to raise its profile and recruit a younger customer. 

It’s seemingly paid off for LVMH, which noted Tiffany had a “record performance” in 2021.

In terms of actual jewelry, however, there hasn’t been much news of note, until now. 
 
A brand-new style looks cut out to be a house mainstay. It’s perhaps the stickiest—if you will—of all Tiffany’s recent projects in its busy LVMH era.

20220816_Tiffany2.jpg
Mario Sorrenti and Raymond Meier shot the campaign starring model Imaan Hammam and skateboarder Tyshawn Jones. Here, both wear Lock bracelets, which are intended to be genderless. (Image courtesy of Tiffany & Co.)
 
The “Lock Bangle” is a unisex style advertised as such. The brand’s initial campaign, shot by Mario Sorrenti and Raymond Meier, features model Imaan Hammam and skateboarder Tyshawn Jones, both donning the bangles alongside other Tiffany jewels.  
 
The bangle’s website description emphasizes its gender neutrality above all else. It begins: “No rules. All welcome. Inspired by the power of togetherness and inclusivity …”.
 
The attitude is in line with Gen-Z’s eclectic and maximalist approach to jewelry, in which men accessorize with styles previously relegated to women (think of the borderline millennial/Gen-Z fashion icons Timothée Chalamet and Harry Styles) and echoes brands like Messika that previously introduced genderless offerings. 

Aside from appealing to just about anyone with its inclusive message, the Tiffany Lock Bangle has much in common with the cult-favorite Cartier Love Bracelet (Cartier is owned by LVMH rival Richemont) and is seemingly poised to compete with it.
 
 Related stories will be right here … 
 
Both rely on non-traditional closures, with Cartier requiring a small screwdriver to open and close its bracelet, while Tiffany’s version features a mechanism that is pulled apart and swivels fully open. 
 
Tiffany says the inspiration for the Lock collection is its functional padlock motif launched in the mid-20th century. It brings to mind other utilitarian and inventive closures, particularly from independent designers who have usurped the major jewelers in terms of dictating current jewelry trends, like Marla Aaron’s carabiner-style lock, and even Nouvel Heritage’s creative bangle closure based on a navel piercing. 
 
Though all these styles are removable, Tiffany and Cartier’s unorthodox closures make them feel more secure than the average bracelet, similar to the permanent jewelry trend as well.

20220816_Tiffany3.jpg
Tiffany Lock bangle in 18-karat rose and white gold with diamonds (Image courtesy of Tiffany & Co.)
 
Indeed, Tiffany mentions that its new style represents “the personal bonds that make us who we are,” imbuing the style with an air of commitment, much like the permanent jewelry found at New York City-headquartered Catbird.
 
Regardless of influence overlap, Tiffany does a good job of fitting the new Lock style into the bold aesthetic it’s shown successfully in recent years, as in its HardWear collection, for example.

A telltale indicator that the new Lock is Tiffany’s answer to Cartier’s Love, however, more than anything else, is the price point. A standard Tiffany Lock bracelet in 18-karat gold retails for $6,800, while a classic weight Cartier Love bracelet sells for $6,900.

20220816_Tiffany4.jpg
The entry-level Tiffany Lock bangle is an 18-karat gold version without diamonds, which retails for $6,800. It’s available in yellow, rose, or white gold. (Image courtesy of Tiffany & Co.)
 
Cartier has some more delicate iterations as well as diamond-laden versions, with its full Love bracelet price range starting at $1,790 and ending at $62,000.
 
Tiffany is launching its Lock collection in stores and online this month with four initial versions. There’s the all-gold for $6,800, a version with 0.31 carats of flush-set diamonds for $9,500, a half-pavé edition with 1.2 carats of diamonds available for $13,000, and a full-pavé version with 4.99 carats for $32,000.

The company said there will be additions to the line in January.
 
With Cartier Love demand high across the primary and secondary market, Tiffany’s focus on a new signature bracelet design is perhaps its best recent bet. 

The Latest

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Emily P. Wheeler Ombré Collection Campaign
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ Collection

The champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.

MRK x MFA Tsuba Charm Necklace Collection Campaign
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New Charms

Kosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.

ja_fall_2024_by_headshot_stories_6824.jpg
Brought to you by
JA New York Fall Is Right Around the Corner

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

Stock image of a gavel and law books
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s Murder

Carlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.

Weekly QuizOct 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Zoë Kravitz Wearing Jessica McCormack Tempest Sapphire Pendant and Tempest Diamond Necklace
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ Collection

The brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.

Lightning Ridge Rural Fire Brigade
SourcingOct 07, 2025
Columbia Gem House Announces ‘Opals for Outback Heroes’ Fundraiser

Proceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.

gia-edu main image.png
Brought to you by
A Brilliant Future Is Here

Online education from GIA experts.

Stuller 2025 S.E.R.V.E. Star Awards winners
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025

Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.

All four models of Citizen’s new Rainell watch
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for Rain

Citizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.

Mercedes Gleitze Rolex Oyster 1926
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s

The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.

Amit Pratihari GIA India
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing Director

Amit Pratihari was previously the managing director of De Beers India and Forevermark India.

DCWC 2025 Board of Directors
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West Coast

Members of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.

Selena Gomez and Benny Blanco Wedding, Jacob & Co. Watch
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White Metals

Gomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.

HRD Antwerp CEO Paul De Wachter
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEO

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

Taylor Swift Kallati sapphire ring
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire Ring

Taylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”

Boucheron Quatre Sand Collection
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed Sand

Its “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.

Stock image of crime scene tape
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab

Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.

Neil Lane and Boucheron bow tie brooch
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art

“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.

Just Jules opal necklace
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful Show

The month’s birthstones, tourmaline and opal, complement the palette of autumn.

Peter Smith National Jeweler columnist
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-Reflection

Smith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.

People shopping in a mall
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September

Respondents were concerned about job availability and rising prices.

Gemfields rough emeralds
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%

Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.

Pandora executives Alexander Lacik and Berta de Pablos-Barbier
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO

Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.

Gavel near stacks of books
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store Scam

Two men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.

Billie Eilish and Finneas O’Connell John Hardy Lovestruck Collection
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John Hardy

The “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.

Spinelli Kilcollin Market Highland Park
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in Dallas

The brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy