Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
TrendsMay 04, 2020
Tiffany Launches New Collection During Quarantine
T1 is a bolder take on the Tiffany T range, celebrating a woman’s personal power.
Bold, self-assured and powerful, T1 is a stronger, more modern take on the Tiffany T collection.
New York—While all Tiffany & Co. stores in North America may be closed due to the global coronavirus pandemic, that doesn’t mean an end to new jewelry.
The New York-headquartered jeweler is providing an antidote to the general quarantine-induced sense of uncertainty with a bold update to the Tiffany T collection, T1.
“The goal was to reinvent the ‘T’ motif in a new bold symbol that felt very modern,” Reed Krakoff, chief artistic officer, said on the Tiffany website.
The 18-karat rose gold and diamond collection sees rings and bangles crafted in the Tiffany T motif with a bolder, beveled edge.
T1 is a symbol of the wearer’s connection to herself, a totem of personal power, per the brand’s messaging.
The New York-headquartered jeweler is providing an antidote to the general quarantine-induced sense of uncertainty with a bold update to the Tiffany T collection, T1.
“The goal was to reinvent the ‘T’ motif in a new bold symbol that felt very modern,” Reed Krakoff, chief artistic officer, said on the Tiffany website.
The 18-karat rose gold and diamond collection sees rings and bangles crafted in the Tiffany T motif with a bolder, beveled edge.
T1 is a symbol of the wearer’s connection to herself, a totem of personal power, per the brand’s messaging.
The smallest ring in 18-karat gold without diamonds sells for $850, while a hinged bracelet covered in two rows of pave round brilliant-cut diamonds weighing more than four carats is priced at $28,000.
“The stones nest into each other evoking a honeycomb pattern,” Krakoff said.
The addition to the Tiffany T range was quietly previewed at the BAFTA awards this year, Great Britain’s version of the Oscars, when Charlize Theron sported a T1 high jewelry choker, seen below.
Embed from Getty Images
With much of the world on lockdown, Tiffany officially unveiled T1 digitally last month, posting campaign videos and images on its website, and promoting it last week on Instagram.
Supermodels Vittoria Ceretti, Freja Beha Erichsen and Adut Akech star in the campaign, which is rendered in black and white, save for the rose gold jewels and splashes of “Tiffany blue.”
Videos depict the women as superhero-esque figures, with punchy music denoting the kitsch of good guys fighting crime in cartoons.
Tiffany uses words like “empowerment,” “independent,” “unwavering,” and “strong,” across its T1 Instagram and website campaign, ostensibly appealing to a self-purchasing consumer.
As brands adopt a more sensitive, considerate tone during the pandemic, Tiffany’s homepage as of press time showcased T1 with the words “Courage. Strength. Optimism.”
The messaging cleverly pivots its theme of personal empowerment to the strength required to endure challenges, a subtle move that switches focus from the individual to the collective.
Tiffany has also upped its social content to connect with its audience on social media.
Last week, the brand launched a weekly Instagram Live series to coincide with its T1 push.
RELATED CONTENT—Instagram Live: Avoid These 3 Pitfalls to Ensure Success
Held each Thursday at 3:30 pm EDT, “T Time” will feature various creatives speaking from quarantine, sharing what has been inspiring them lately and taking questions from the Instagram audience.
The first guest was Cleo Wade, the millennial-favorite poet, author, artist and activist.
Instagram Live, which allows users to stream their stories—you guessed it—live and remain for 24 hours, has exploded as people lock down in their homes and social distance.
Business Insider noted that Instagram Live usage jumped 70 percent from mid-March to mid-April.
More on Trends
The Latest
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
