LVMH is redefining the Tiffany & Co. brand for a new generation.
New York jeweler Tiffany & Co. entered a new era in 2021 when LVMH Moët Hennessy Louis Vuitton acquired the jewelry brand for $15.8 billion. With a plan to bring more bling to the brand for a new global generation of luxury consumers, LVMH is hoping to preserve Tiffany & Co.’s unique legacy in American culture at the same time. After collecting some of LVMH’s top talent, including Anthony Ledruas, Tiffany & Co.’s new CEO, and Alexandre Arnault—the 28-year-old son of LVMH’s owner—as the new executive VP of product and communications, Tiffany & Co. looked outside the jewelry space to hire its first major artistic leader. Former Revlon Senior Vice President and Creative Director Ruba Abu-Nimah will drive the brand’s creative vision as its new executive creative director.
For the expansion and decorative makeover of the 72-year-old Fifth Avenue flagship store—famously featured in the movie “Breakfast at Tiffany’s”—LVMH turned to Peter Marino, the New York architect behind 17 Barneys New York department stores and 12 CHANEL boutiques, as well as flagship stores for Dior, Louis Vuitton, CELINE, and Guerlain, among others.
Honoring a brand’s heritage while propelling it forward is a challenge many high-end houses grapple with—and the Tiffany & Co. rebrand will likely serve as a case study for other LVMH brands.
Showcasing this classic-meets-modern approach, Tiffany & Co.’s viral “About Love” campaign tapped Beyoncé and JAY-Z to sing a reimagined version of the Henry Mancini song “Moon River,” originally performed by Audrey Hepburn in the film “Breakfast at Tiffany’s.” Honoring the brand’s heritage, Beyoncé wears an assortment of diamonds, including the classic Tiffany Diamond, while JAY-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch that Tiffany & Co. artisans redesigned as a pair of cufflinks.
Under LVMH, Tiffany & Co. is focusing on higher-end collections and precious metals and stones, which in many ways is a nod to its roots. It was founded in 1837 by jeweler Charles Lewis Tiffany and rose to prominence during America’s Gilded Age. In 1887, Charles Tiffany made headlines by buying one third of the French Crown Jewels. But Tiffany & Co. didn’t just shine a spotlight on existing gemstones. In the early 20th century, they introduced both the purplish-pink kunzite and the pinkish-orange gemstone morganite.
The “World’s Fair Necklace,” unveiled last year in Dubai, pays homage to the Tiffany & Co. necklace that was made for the World’s Fair in 1939, which symbolized new beginnings and a sense of hope for brighter days ahead. This reimagined piece features 180 carats of diamonds set in platinum, with an 80-carat D color flawless diamond centerpiece. While Tiffany & Co. has not yet put a price on the necklace, industry experts estimate its value at between $20 million and $30 million.
But as LVMH looks to modernize and glamorize Tiffany & Co. for a new luxury buyer, the brand’s place in American culture—from the Tiffany setting symbolizing everlasting love to the iconic blue box holding the promise of a special gift—will remain one of its greatest assets.
There are 10 Tiffany & Co. stores located within the Brookfield Properties portfolio, including Iconic Collection destinations:
Ala Moana Center | Honolulu, HI
Miami Design District | Miami, FL
Oakbrook Center | Oak Brook, IL
Pioneer Place | Portland, OR
Shops at Merrick Park | Coral Gables, FL
The Shops at La Cantera | San Antonio, TX