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.

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.

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.)
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.

Tiffany Lock bangle in 18-karat rose and white gold with diamonds (Image courtesy of Tiffany & Co.)
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.

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.)
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. 

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

AuctionsSep 30, 2022
Red Diamond Earns $1.8M at Auction

The final hammer price blew the pre-sale estimate out of the water.

Policies & IssuesSep 30, 2022
Voting Is Open for the Fairmined 100 Challenge’s Best Collection

The winners, picked by a group of judges and voted as the public’s favorite, will be announced in a webinar on Oct. 11.

CollectionsSep 30, 2022
Piece of the Week: Fewer Finer’s ‘Family Bracelet’

The engravable piece is a perfect family heirloom.

Brought to you by
6 Steps to Start a Dynamic Company Culture

Learn how to better serve your employees, customers and community by having a dynamic and supportive company culture.

GradingSep 30, 2022
GSI India Names Ramit Kapur Managing Director

Kapur has spent nearly two decades working in the gemological labs sector of the jewelry industry.

Weekly QuizSep 29, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Supplier BulletinSep 29, 2022
How to Create an Engaging Experience and a Sparkling Reputation

Sponsored by Synchrony

SourcingSep 29, 2022
Q&A: Constantin Wild Celebrates 175 Years in the Colored Stone Business

The family business’ fourth-generation eponymous owner reflects on the milestone and the market today.

Brought to you by
Committing to an Ethical Diamond Business

While ethical mining is essential to a diamond business, they represent only a fraction of the responsibility bestowed on jewelers.

AuctionsSep 29, 2022
See the Top Lots in Christie’s Upcoming Rare Watch Sale

According to Christie’s, the auction is its most important single-owner watch collection ever.

CollectionsSep 29, 2022
Trove Has a New Proposal: Ring Boxes

The jewelry box brand is expanding with both single and double ring boxes in red, mint green, and white.

SourcingSep 29, 2022
AGTA Names Jennifer Heebner Editor-in-Chief of its Publications

The association has also hired a new marketing manager and announced two staff transitions.

Policies & IssuesSep 29, 2022
JA Members Return to Capitol Hill to Voice Jewelers’ Concerns

The topics up for discussion with lawmakers included inflation, rising interest rates, hiring challenges, and crime.

AuctionsSep 28, 2022
The 18-Carat ‘Fortune Pink’ Diamond Could Sell for $35M

The pear-shaped fancy vivid pink diamond will lead the Christie’s Geneva Magnificent Jewels auction on Nov. 8.

SurveysSep 28, 2022
Consumer Confidence Rises in September

U.S. consumer confidence rose for the second consecutive month as gas prices fell.

MajorsSep 28, 2022
Artistry’s 2023 Catalog Is Out Now

The jewelry catalog features an updated layout and 160 pages of product.

MajorsSep 28, 2022
JFC’s 2022 ‘Hope for the Holidays’ Program Is an Adorable Menagerie

There are three designs to choose from this year, all featuring animals drawn by kids who have had wishes granted through Make-A-Wish.

AuctionsSep 27, 2022
In Betty White’s Blockbuster Estate Sale, Jewelry Held Its Own

Fine jewelry comprised three of the auction’s top 10 lots, though it could not top her director’s chair or scripts from “The Golden Girls.”

CrimeSep 27, 2022
3 Suspects in Beverly Hills Smash-and-Grab Robbery Arrested

A total of four suspects are now in custody with police still on the lookout for the remaining two.

ColumnistsSep 27, 2022
Creative Connecting: Fun Ideas for Holiday 2022 In-Store Events

From a “whodunnit” murder mystery to a permanent jewelry party, Duvall O’Steen and Jen Cullen Williams share a wealth of suggestions.

MajorsSep 27, 2022
Stuller Releases 2 Updated Catalogs Ahead of the Holiday Season

“Mountings 2023-2024” and “Diamonds & Gemstones 2023-2024” offer a vast selection of options to create custom pieces.

Events & AwardsSep 27, 2022
ICA’s 2023 Congress Will Be Held in Dubai

The event will be hosted by the Dubai Multi Commodities Centre from Feb. 15-17.

IndependentsSep 26, 2022
Roberson’s Fine Jewelry to Close After 42 Years

The store’s liquidation sale will showcase the mix of classic and unique jewels it’s known for stocking.

CollectionsSep 26, 2022
Go ‘Inside the Dream’ of Bulgari Via a New Documentary on Amazon Prime

It follows Creative Director Lucia Silvestri as she crafts the brand’s high jewelry collections.

Recorded WebinarsSep 26, 2022
Watch: What Jewelers Should Know About Insurance

From safeguarding showcases to appraisal liability, insurance experts Mark Devereaux and Andrew Chipman share insurance tips for jewelers.

TrendsSep 26, 2022
Vahan Collabs With Wolf on a Jewelry Box

It’s the first time in 50 years the brand has made something other than jewelry.

Events & AwardsSep 26, 2022
Texas Jewelers Association Rolls Out New Format for Design Competition

The competition takes place in tandem with TJA’s annual convention, known as the Texas Jewelers Roundup.

CollectionsSep 23, 2022
Pandora Reimagines Keith Haring’s Art in New Collection

The limited-run collection features figures from Haring’s iconic street art on charms, bracelets, rings, and more.


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