Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
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
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
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
SurveysJun 03, 2025
Consumer Confidence Improves in May The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by StullerSponsored by Stuller
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat EmeraldIt was featured in the miner’s latest sale, which brought in $24.8 million.
