SourcingFeb 24, 2025
Colored Stone Market Update: Tracking Industry Trends in TucsonDeclining supply and growing demand persist in the colored gemstone market, presenters from Gemworld said at AGTA GemFair Tucson.
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.
Editors' Picks
Sponsored by
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
Events & AwardsFeb 24, 2025
Bogolo Joy Kenewendo to Speak at Annual JVC LuncheonKenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.
SourcingFeb 24, 2025
Diavik’s Production Down 17% in 2024 Sales at the Rio Tinto-owned mine also slid by a double-digit percentage, falling 37 percent in a difficult market for diamonds.
Brought to you by
A Diamond ETF is the Way to Reinvigorate Natural Diamond SalesThe jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.
CollectionsFeb 21, 2025
Piece of the Week: Jade Ruzzo’s ‘Tennessee’ Oval Drop EarringsHeidi Gardner, an SNL cast member, wore the smoky quartz earrings on the “SNL50: The Anniversary Special” red carpet on Sunday.
Weekly QuizFeb 21, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 21, 2025
Zambia Lifts 15% Export Duty on Gemstones, Metals The reversal comes less than two months after the Zambian government reinstated the tax in an effort to bring in more money.
MajorsFeb 21, 2025
24 Karat Club of New York Names New PresidentThe organization also announced its newly elected officers and directors.
Brought to you by
Get Ready for the JA New York Spring ShowThis year will feature a new MJSA Showcase and partnership with Piazza Italia.
SourcingFeb 20, 2025
Anglo Writes Down Value of De Beers by $2.9B As anticipated, Anglo took another impairment charge on the diamond miner and marketer, which saw revenue sink 23 percent in 2024.
SourcingFeb 20, 2025
Harry Winston’s Son Donates Fancy Red Diamond to the SmithsonianRonald Winston is giving the 2.33-carat “Winston Red” to the Smithsonian, 67 years after his father donated the Hope Diamond.
SourcingFeb 20, 2025
GJEPC Names New Chairman, Vice ChairmanKirit Bhansali, a partner in Smital Gems and chairman of India Jewellery Park, will take on the role of chairman.
IndependentsFeb 20, 2025
IJO Elects 4 New Board MembersAlisha Cornett, Nic Faini, Eric Stevens, and Seth Shipley have joined the organization’s board of directors for a three-year term.
CrimeFeb 19, 2025
Brink’s to Pay $42M After Admitting to Illegally Transporting MoneyThe company has to pay the Justice Department and FinCEN for violating the Bank Secrecy Act, the U.S.’s main anti-money laundering law.
SourcingFeb 19, 2025
Diamond Mining Company CEO Steps Down Amid Sales Slump, LayoffsPetra Diamonds Ltd. CEO Richard Duffy resigned as the diamond miner reported a 30 percent drop in sales to start its fiscal year.
ColumnistsFeb 19, 2025
The Smart Lab: Maximizing Your Jewelry Brand on PinterestPinterest is a potential gold mine for jewelry brands, Emmanuel Raheb writes, provided they follow these five tips.
MajorsFeb 19, 2025
Cartier Opens New Store Inside LAXThe boutique is the French luxury brand’s first airport store on the West Coast.
CollectionsFeb 19, 2025
Swarovski’s NYC Flagship Celebrates Ariana Grande CollabThe store’s facade now features the iconic swan logo and campaign images of the “Wicked” star.
Policies & IssuesFeb 18, 2025
New Customs Requirements for Diamond Imports: What We KnowBeginning in April, companies importing diamonds into the United States will have to list the country in which the diamonds were mined.
AuctionsFeb 18, 2025
A Menagerie of Fabergé Coming to Sotheby’sAround 30 whimsical Fabergé animal carvings will go up for auction at Sotheby’s Geneva in May.
SourcingFeb 18, 2025
Celine Assimon Stepping Down as CEO of De Beers JewellersAssimon will be leaving at the end of February after nearly five years with De Beers.
CollectionsFeb 18, 2025
Tabayer Debuts Its First Men’s Jewelry SelectionsDesigns from the brand’s “Oera” collection have been reimagined with modern masculinity in mind.
SourcingFeb 14, 2025
Navneet Gems Now Offering Unheated Montana SapphiresThe wholesale collection features material from the Rock Creek mine in a variety of colors.
CollectionsFeb 14, 2025
Carolyn Rafaelian Partners with ‘Long Island Medium’ StarThe “Divinely Guided” collection, created in collaboration with Theresa Caputo, features symbols that celebrate the power of connection.
CollectionsFeb 14, 2025
Piece of the Week: Lorraine West’s Diamond ‘Open Heart’ RingShow some love on Valentine’s Day with this 14-karat yellow gold ring that features pavé diamonds.
CrimeFeb 13, 2025
Macy’s Employee Foils $1.5M Jewelry Theft The employee confronted the thief, causing the suspect to flee and leave behind the suitcases full of jewelry.
SourcingFeb 13, 2025
Namibian Diamond Co. Suspends CEO, COO After Deadly Heist Namib Desert Diamonds also put its security manager on leave following last month’s robbery that left one employee dead.
Events & AwardsFeb 13, 2025
AGTA Announces Buyer’s Choice Award Winners for Spectrum, Cutting EdgeAGTA recently concluded its 2025 GemFair event in Tucson and is already gearing up for next year’s show, set for Feb. 2-6, 2026.
