AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
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
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
