FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
MajorsJul 11, 2017
WSJ Documents Tiffany’s Struggle to be ‘Cool’ Again
The Wall Street Journal took a hard look at the brand’s lagging sales amid a reliance on lower-priced products and a changed consumer perception.
Tiffany & Co. enlisted singer Lady Gaga to star in a Super Bowl commercial this year--a first for the brand--amid efforts to refresh its image.
New York--Tiffany & Co. stepped into the consumer media spotlight recently, though it might not have been exactly the story it was looking for.
In a profile published July 9, The Wall Street Journal dove into the jeweler’s struggle with losing its “cool” factor, including the February ouster of CEO Frederic Cumenal.
The challenges the company faces stem from, the WSJ story states, “a stubborn perception”--the brand is no longer seen as “cool” and is struggling to regain that image.
Cumenal was tapped to take over the CEO position about two years ago to help grow the brand and refresh its image, the WSJ said.
There were a number of ways he attempted to do this, which included not only getting Lady Gaga on board for a new collection and a Super Bowl ad that ran this year, but also establishing a partnership with former Vogue creative director Grace Coddington.
The retailer’s footprint also was widened beyond its usual brick-and-mortar presence to make designs available at places like hip boutique Dover Street Market and on luxury e-commerce site Net-a-Porter.
And yet, despite all of the changes that have been made, sales have been weak at Tiffany & Co. for the past couple of years.
So what continues to ail the company, according to the WSJ? It’s the fact that nearly one-half of its sales last year came from jewelry with an average price point of $530 or less, a factor that analysts believe could hurt the air of “exclusivity” it previously enjoyed.
Additionally, new designs represented less than 10 percent of jewelry sales in 2016, indicating that even when Tiffany does introduce new pieces--which, at its current rate, still isn’t happening that often--the changes they’re making to update legacy pieces don’t offer enough newness and difference for today’s consumer.
Michael Kowalski, the Tiffany chairman who’s serving as interim CEO until a replacement for Cumenal is named, responded directly to the issues brought up by the Wall Street Journal for the article, stating that he believes that the wide variety of prices and styles offered by Tiffany are a strength for the company and that it has struck the right balance between high- and low-end offerings.
He also said that some of its legacy styles, like those by Jean Schlumberger and Elsa Peretti, continue to be bestsellers.
Figuring out what to do with such a wide array of product while
Editors' Picks
Sponsored by
aiming to refresh the brand’s image will be the main job of the next CEO, which Tiffany is expected to announce soon, the WSJ said.
More on Majors
The Latest
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship WinnersThe organization has awarded a total of $42,000 through its scholarship programs this year.
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging DesignersThe winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright BaublesAs summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in QueensMoshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
