Step inside the nearly 21,000-square-foot suburban Chicago jewelry store with Editor-in-Chief Michelle Graff.
Tiffany Launches New Collection During Quarantine
T1 is a bolder take on the Tiffany T range, celebrating a woman’s personal power.
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
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.
The Latest
These punk-inspired earrings from the new Canadian brand’s debut collection reveal the alter ego of the classic pearl.
The company brings its nanotechnology to two new fancy cuts for diamonds that feature its signature color and brilliance.
From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
Sponsored by Tasha R
Three Titanic survivors presented him with the personalized Tiffany & Co. timepiece about a year after the tragedy.
A federal court found that the jewelry store chain violated terms of the settlement reached after it was accused of defrauding customers.
This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
Cynthia Erivo chose Dreams of Hope, an organization dedicated to empowering LGBTQA+ youth, as the charity for this year’s collection.
The new space was designed to evoke a warm, inviting vibe.
Kinney, who spent nearly 30 years at IJO, has been hired to head Abbott Jewelry Systems’ new virtual marketplace.
The auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
The four finalists will present their pieces at the 2025 JCK Las Vegas show.
The “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
The money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
The event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
Local reports identified the woman as the wife of the jewelry store owner.
A collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
The Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
Hampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
The group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
The collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
This year’s theme asks designers to take inspiration from classic fairy tales.
Senior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
The latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
No. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.