New York—Tiffany & Co.’s first jewelry collection from Chief Artistic Officer Reed Krakoff has hit stores.
“Tiffany Paper Flowers” encompasses both high and fine jewelry, and takes its inspiration from paper flower petals that are pinned together.
The Paper Flowers iteration of the handicraft sees platinum petals accented with diamonds and secured with a platinum pin. Colored gemstones, like tanzanite, and colored diamonds, such as yellow diamonds, add pops of color throughout, and were meant to mimic the hues of irises and fireflies, Tiffany said.
“Paper Flowers is about stripping away all of the rules associated with fine jewelry,” Krakoff said in a release announcing the new collection. “Luxury shouldn’t always mean formality, so we used precious stones and the finest materials, but in a way that you can live with every day.”
Tiffany Paper Flowers features pops of colors courtesy of stones like yellow diamonds.
Paper Flowers encompasses pendants, earrings, bracelets and rings. The collection starts at $2,500 and caps off at $790,000.
Representing the upper end of the spectrum is the high jewelry assortment, the hero piece of which is an ornate bib necklace featuring more than 68 carats of pear-shaped and round brilliant white diamonds, interspersed among platinum flowers.
A representative for Tiffany said the introduction of Paper Flowers marks the biggest jewelry launch for the American jeweler since 2009’s Tiffany Keys collection.
Paper Flowers encompasses both fine and high jewelry. Pictured here is a bib necklace from the latter, comprised of more than 68 carats of pear-shaped and round brilliant diamonds, set in platinum.
Last fall the world got a first glance at Krakoff’s take on modernizing the Tiffany legacy with the opening of the New York City Fifth Avenue flagship store’s revamped fourth floor housing accessories and tableware, plus a new permanent café, where shoppers can literally have breakfast at Tiffany’s.
The effort was a joint venture between Krakoff and Richard Moore, Tiffany’s director of store design and visual merchandising, the company said at the time.
To fete the release of Paper Flowers, which hit select Tiffany stores and Tiffany.com on May 1, Krakoff and his team wanted to paint New York City Tiffany Blue, with some subway stations and taxis being covered in the color.
Tiffany Blue coffee carts handing out complimentary coffee and croissants began appearing around the city on May 1 too, and BMX bikers and skateboarders staged tricks for the occasion.
Beginning April 28, the brand deleted all previous content from its Instagram account and began releasing teaser images and videos in black and white with pops of Tiffany Blue interspersed.
On May 3, the company will unveil its new ad campaign, “Believe in Dreams,” across all social channels and in real time at 9 p.m. EST on its Facebook page. The unveiling will include a special performance at the New York City flagship store.
