Tiffany & Co. is famous for its diamond and silver jewelry. In Japan, the open heart necklace is popular as a Christmas gift.
Did you know that Tiffany & Co. was not a jewelry store at first?
In this article, I will explain how Tiffany & Co. rose to the top of the jewelry industry.
Tiffany & Co.
Tiffany & Co. was founded in 1837 in New York, USA under the name Tiffany & Young. The company name was taken from the two founders, Charles Lewis Tiffany and John Burnett Young.
The store did not deal in jewelry, but sold stationery and decorative items. It is said that Tiffany & Co. put price tags on its products and did not accept bargaining, which was unusual for the time. Incidentally, sales on the first day were $4.98 (about 600 yen). That’s a figure that would be unthinkable for Tiffany today, isn’t it?
The company began selling jewelry in 1843. We imported gold jewelry from Europe and turned it over to the domestic market.
Two years later, the company introduced the first “Mail Order Catalog” in the United States. It introduced fine jewelry to the American public. This catalog is still published once a year.
In 1848, Tiffany & Co. began to sell diamonds. After the February Revolution in France, Tiffany & Co. succeeded in buying diamonds from the aristocracy.
Thus, the wealthy in the United States were able to buy precious gems.
The founder of the company, Tiffany & Co. was known as the “King of Diamonds!”
In 1853, the company name was changed to the current “Tiffany & Co. In 1853, the company name was changed to the current Tiffany & Co. In the same year, the Atlas clock was installed in the main store, and Tiffany blue was adopted as the company’s image color.
This is how the Tiffany & Co. of today was born.
Development of the Brand
In 1867 and 1978, Tiffany & Co. won awards for excellence in silverware and jewelry at the Paris Exposition. In 1885, at the request of the government, Tiffany & Co.
In 1885, at the request of the government, Tiffany & Co. designed a new U.S. national emblem. In 1885, at the request of the government, Tiffany & Co. designed a new national emblem for the U.S., the same design that appears on the current one-dollar bill, which every American citizen has seen at least once.
In this way, Tiffany & Co. reigned as the top brand representing the United States.
After Tiffany’s death
Tiffany & Co. accomplished many great things, but he died in 1902. He was succeeded by his son, Comfort Tiffany.
He moved the main store to New York’s Fifth Avenue and opened it as a flagship store.
In 1950, “Breakfast at Tiffany’s” was released, and in 1961 it was made into a movie starring Audrey Hepburn.
The Tiffany style was unveiled, and a huge boom occurred.
The National Football League (NFL) commissioned Tiffany & Co. to produce its championship trophy.
Tiffany & Co. has expanded its activities beyond jewelry to a new stage.
The Evolution of a Brand
Tiffany & Co. continued to evolve in the years that followed.
In 1956, Jean Schlumberger, known as a genius, was appointed as the designer. His innovative designs featuring plants and marine life became popular, captivating women around the world.
In 1980, Paloma Picasso, daughter of the genius painter Pablo Picasso, joined the company as a designer. In 1980, Paloma Picasso, daughter of the genius painter Pablo Picasso, joined the company as a designer and introduced a jewelry collection that gained popularity.
1987 is an important year for Tiffany. The company goes public on the New York Stock Exchange, gaining social credibility. In addition, events commemorating the 150th anniversary of the company’s founding were held at museums and art galleries. It was also the year that the perfume TIFFANY was launched.
Later, the open heart was launched. This item, which means “blessing for loving,” is still very popular today.
A shocking incident
In 2020, a shocking event happened to Tiffany & Co. In 2020, Tiffany & Co. was acquired by LVMH, a giant brand company. The purchase price was $16.2 million, the highest ever in the history of LVMH. In Japanese yen, that’s about 1.78 trillion yen!
Tiffany & Co. has ended its history of over 150 years.
Tiffany & Co. is ending its history of more than 150 years, but its history of growing into a brand that everyone admires will never disappear.
Adoption of the yellow diamond
Until Tiffany & Co. used yellow diamonds, it was common knowledge that yellow diamonds had no value.
In 1877, Tiffany & Co. purchased a 287-carat yellow diamond.
Tiffany & Co. purchased a 287-carat yellow diamond in 1877 and exhibited it at its main store, which changed the conventional wisdom. It is called the “legendary stone” because its beauty changed the evaluation of yellow diamonds.
Establishment of sterling silver
Sterling silver is often used in Tiffany necklaces and rings.
This is not a product name or a registered trademark, but an indication of the purity of the silver (SV925).
If silver is pure, it is too soft to be suitable for jewelry. Tiffany & Co. pursued “hardness suitable for jewelry” and “purity that does not degrade the value of silver,” and as a result, the purity was determined to be 92.5%.
This standard is now the official one in the United States.
Development of the Tiffany Setting.
The Tiffany setting is the most beautiful way to hold a diamond. In the past, the lower half of the diamond was buried in the ring and could only be viewed flatly.
The Tiffany & Co. setting, on the other hand, has a structure in which the diamond is supported by six claws protruding from the ring.
This allows light to penetrate the lower half of the diamond. And by not blocking the light, the diamond shines even brighter!
Other brands began to copy this, and it became the current standard.
Commitment to the diamond
“Tiffany & Co. has a strong commitment to diamonds, so much so that it is said, “When you think of Tiffany, you think of diamonds. Tiffany & Co. is unusual among jewelry brands in that it has its own diamond-cutting workshop.
Only rough diamonds that have passed a strict check are sent to the workshop. After the stones are cut and polished here, they are subjected to a four-point inspection called the “Tiffany 4C’s”.
If any of these criteria are not met, the piece is returned to the workshop. More than 1,300 checks are performed before the final design is created!
Tiffany has a more exclusive High Jewelry line.
Tiffany has a more exclusive High Jewelry line, which costs tens of millions of yen or more, and uses an abundance of diamonds in its accessories. The reason for the high price is not only the amount of diamonds, but also the fact that they are handcrafted by selected artisans.
This kind of attention to detail is probably the reason why they are loved throughout the ages.
“The concept of Tiffany & Co. is that “every Tiffany product should be noble. This is also reflected in the Tiffany blue color.
Tiffany blue is inspired by the color of a robin’s egg. This color has a long history in ancient England, where it was used to mount important records.
Blue has also long been known as a symbol of truth and integrity. It’s a color that fits Tiffany’s beliefs perfectly.
The Tiffany blue box has been quite popular all over the world. “There are even people who want to buy just the box.
But Tiffany & Co. refused to sell the box alone.
In 1906, a newspaper quoted Tiffany as saying, “There is one thing I will never sell, no matter how much money is offered. There is one thing we will never sell, no matter how much money is offered, but it is offered free of charge to our customers. It is a box bearing the Tiffany name.
These words reveal the nobility that Tiffany & Co. cherishes. Tiffany’s value is enhanced by its commitment to its own concept.
Tiffany & Co. was founded more than 150 years ago. At that time, Tiffany & Co. did not deal in jewelry, but was a stationery store.
Tiffany & Co. was founded more than 150 years ago. At the time, it was a stationery store that did not deal in jewelry, but as time went by and the company succeeded in purchasing gems from Europe, it quickly became famous as a jewelry brand.
Tiffany’s commitment to diamonds has captivated celebrities and famous people around the world. Tiffany & Co., which represents the United States, is now the world’s leading jewelry brand.
In 2020, Tiffany & Co. was acquired by LVMH, but the brand’s history will not cease.
Tiffany & Co. will continue to be a favorite of women all over the world.