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Tiffany & Co. announced the launch of Tiffany Atrium, a social impact platform that advances opportunities for historically underrepresented communities. The platform’s mission is to create a more diverse and inclusive jewelry industry through commitment, leadership and learning—all of which is reflected in Atrium’s three core pillars: creativity, education and community. The name ‘Atrium’ is inspired by the Return to Tiffany® heart tag necklace—a nod to both the heart as well as the center room around which a house is built. “We are thrilled to introduce the Tiffany Atrium platform, creating a centralized hub for our continued journey in the worlds of diversity, equity and inclusion,” said Anthony Ledru, Chief Executive Officer, Tiffany & Co. “At Tiffany & Co., we have a responsibility to enact positive change in our world. Tiffany Atrium will allow us to streamline and scale the necessary processes in doing so.” Additional programming for Tiffany Atrium will launch in the fall where they will provide opportunities that support the long-term growth and development of students.
Tiffany & Co., for the first time in its nearly 200-year history, is launching Tiffany Lock, a bracelet the company describes as “all-gender” with an ethos of “No rules. All welcome.” “It’s all about unity, belonging, the universal bonds that tie us together forever—and the open-minded spirit of today’s generation,” says Alexandre Arnault, Tiffany’s executive vice president of product and communication. Arnault, who himself is just 30, brought Beyoncé and Jay-Z into the Tiffany fold, a spectacular example of the brand’s commitment to a fresh perspective. What today’s generation wants, according to Arnault, is an elegant, streamlined, elongated bangle available in yellow, white, or rose gold, sometimes enhanced with diamonds. The Tiffany Lock bracelet’s padlock motif has a long history with the house. First employed as a working latch in the latch in the late 19th century—to protect the secrets in your strongbox, perhaps—it reappeared in the 1950s, and from then on its form and shape have informed brooches, necklaces, money clips, and those iconic key rings.
Tiffany & Co.’s high jewelry ambitions are only just revving up. According to chief executive officer Anthony Ledru in a recent sit-down conversation, the jeweler will continue a global rollout of experiential sales events and imaginative designs at a heightened pace. In January, parent company LVMH Moët Hennessy Louis Vuitton revealed in its 2022 annual earnings report that Tiffany doubled its high jewelry revenue within the fiscal year. Ledru seems to consider this a good start. “We basically took our blue boxes to the world. In 2021 it was the first time Blue Book was international [in more than a decade], it went to Shanghai, which was a big success. This year will be back to New York City [at the company’s renovated Fifth Avenue store] — and it will be a traveling collection. The world has changed and it’s something we will continue to accelerate in the coming months,” Ledru said.
As luxury brands continue to court South Korea's booming luxury market, Tiffany & Co. has unveiled K-pop star Jimin as its newest brand ambassador. The BTS singer, whose full name is Park Ji-min, will appear in his first campaign for the brand this spring. The announcement was accompanied by a photo of a shirtless Jimin wearing a black suit and a collection of the brand's "Lock" bracelets. He becomes the second K-pop star to pen a deal with Tiffany & Co. in recent years, after Rosé from girl group Blackpink was unveiled as a brand ambassador in 2021.
