This year’s Design Atelier is full of gems.
The Scoop on Tiffany’s #LoveNotLike Campaign
Tiffany & Co. is attempting to attract millennials with a new social media campaign.
New York--Tiffany & Co. is jumping hard on the millennial bandwagon.
The brand, which has seen sales slip recently, announced a number of initiatives intended to turn around its performance. Among the jeweler’s varied strategy: wholesaling via e-tailer Net-a-Porter, a partnership with Grace Coddington, perfume, and a Reed Krakoff home collaboration.
But in 2016, perhaps none of that is as important as Tiffany’s recently unveiled social media campaign, called #LoveNotLike.
Tiffany & Co. VP of Digital Marketing, Diana Hong, explained in a statement, “We live in a social culture of ‘like’, but for Tiffany & Co., ‘like’ is not enough. #LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate.”
The campaign promotes the new Return to Tiffany Love collection, an update on the classic Return to Tiffany category.
#LoveNotLike features three of-the-moment models--Fernanda Ly, Imaan Hammam and Pyper America Smith--who, on a scale between cool and classic, definitely fall on the cool side.
Campaign images of the trio, who were shot by buzzy photographer Cass Bird, will appear in digital and print ads, on Tiffany.com and social media. Ly, Hammam and Smith started promoting #LoveNotLike on their own social media accounts on July 19.
The filter featured a large heart, framing Snapchatters’ faces and Tiffany-blue hearts over their eyes, plus the collection and brand logos.
From July 28 to Aug. 31, 93 Tiffany stores in the United States will feature Snapchat geo-filters, or filters only accessible to Snapchat users when physically at the location of the designated Tiffany stores.
As of press time, Snapchat was not available for comment on the pricing of such extensive custom filters.
So, what can independent retailers learn from this?
It’s all about the packaging.
Take a classic best-seller and spin it for the 21st century via a marketing campaign that centers on a catchy hashtag and promote it across multiple platforms: a print or digital ad, Instagram, Twitter, Snapchat, perhaps even with the help of a paid influencer or two; and don’t be afraid to get creative.
After all, anyone can make a Snapchat geo-filter for their
Time will tell if it works for Tiffany.
They’re a testament to the power of excellent design.
This year’s honorees include one of Florida’s largest independent jewelers and two multi-store independents in the Chicago and New York areas.
The most trusted diamond report, available in print or the GIA App.
The industry’s most influential contemporary designers are showcasing their latest jewelry designs.
Created by Maitri Lab-Grown Diamonds and graded by IGI, it’s slightly bigger than the record-setting lab-grown diamond GIA just examined.
The marketing agency has integrated its first C-suite.
Navigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.
The jewelry trade show also will debut educational content centered around social media.
Luxury kicks off today, with the full show in swing on Friday.
One of the three new collections was inspired by the legend of a woman who traded her mansion to Cartier for two strands of natural pearls.
Rob Ballew will be tasked with communicating the jewelry giant’s plans and financial performance to investors.
With the app, customers receive a 15-day insurance offer on new purchases while their coverage needs are being evaluated.
It is in House of Showfields, a bazaar-style retail space in the borough’s Williamsburg neighborhood.
From consumer trends to retail technology, these are the JCK Talks sessions that should be on attendees’ radar.
Signature pieces from Cartier and David Webb will appear in the June jewelry auction.
They will be celebrated at the annual dinner dance and gala in the fall.
Gemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.
Supplier Spotlight Sponsored by IGI
Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.
The company has plans to revamp the Movado brand and offer less expensive watches this year.
Set with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.
Sponsored by Noam Carver
The Pittsburgh jeweler is redoing the lighting and showcases, and adding a full hospitality bar as well as new shop-in-shops.
The Yurman Family Crystalline Pass is inside the museum’s brand-new Richard Gilder Center.
Zale has more than 40 years’ experience in the diamond industry, including 17 years as Stuller’s VP of diamonds and gemstones procurement.
The Strip is full of new restaurant and entertainment offerings.