About Tiffany

Tiffany is a world-famous jewelry brand, considered one of the world's five major jewelers alongside Cartier, Bulgari, Harry Winston, and Van Cleef & Arpels.
Today, it is a global brand with over 200 stores in 20 countries around the world, not only in its home country of the United States.

Founded in 1837, it is one of the oldest brands in the United States. It has been favored by presidents and other dignitaries and celebrities, and has had a major impact on American history.

In addition to jewelry, it offers a wide range of products, including silver cutlery, watches, leather goods, and accessories. It is characterized by its broad range of products, from relatively affordable silver necklaces to high jewelry handcrafted one by one by master artisans.

Beginnings

1837: Founded in New York

Tiffany began in 1837 when 25-year-old Charles Lewis Tiffany and John Burnett Young founded "Tiffany & Young."

The first store opened at 259 Broadway in New York, and at the time of its founding, it primarily sold stationery and decorative items rather than jewelry.
It is said that it adhered to an innovative style of not selling at the "market price" that was common at the time, but instead displaying price tags and refusing to negotiate discounts.

The Blue Book and Diamond Business

In 1843, it began selling jewelry imported from Europe, and in 1845, it published "The Blue Book," America's first mail-order catalog.
This later became the famous "Tiffany Blue" brand color.

Following the February Revolution in France in 1848, it succeeded in purchasing precious gems from the French royal family and aristocrats who were in exile, and fully launched its diamond jewelry business.

Charles Tiffany, who achieved great success in this business, was hailed as the "King of Diamonds" and established Tiffany as America's leading luxury jeweler.

Watchmaking Business and Relationship with Patek Philippe

Around 1847, it also began selling watches and entered into a contract with "Patek Philippe," considered one of the world's leading luxury watchmakers, becoming the first retailer in America.

Later, it established a watch factory in Geneva, Switzerland, and even began manufacturing its own watches.
In 1878, it sold its watch movement factory to Patek Philippe, but many Tiffany watches continue to use Patek Philippe movements.

The connection between Tiffany and Patek Philippe has a long history, and Patek Philippe is still the only brand that allows the use of its name in a double name.

Expansion into Silverware and Recognition at the World Expo

In 1851, it acquired the business of New York silversmith John C. Moore and began manufacturing and selling silverware.

It was the first American company to adopt sterling silver (925/1000), the same standard used in Great Britain, which was later adopted as the official standard in the United States.

In 1867, Tiffany silverware won the first award for excellence for an American company at the Paris World Expo.

Furthermore, in 1878, it won the Grand Prix in the silverware category at the Paris World Expo. It also won a gold medal in the jewelry category, dramatically improving the quality of American silverware and jewelry, which had lagged behind Europe, and making it known to the world.

Thanks to the leadership of Charles Lewis Tiffany, the company achieved success in the jewelry, watchmaking, and silverware businesses in a short time after its founding and established itself as a leading American brand.

Becoming a Global Brand

Connection to American History and Culture

In 1885, Tiffany designed the new Great Seal of the United States, which is still depicted on the one-dollar bill and other items.

In addition, it designed trophies for famous American sporting events such as the NFL Super Bowl, WBC, and U.S. Open, playing an important role in American sports.

Presidents and First Lady Jacqueline Kennedy also favored Tiffany jewelry, and the company went beyond being just a jewelry brand to become a company brand rooted in American history.

Tiffany Setting and Designers

In 1886, Charles Lewis Tiffany introduced the "Tiffany Setting," a design that holds a diamond with six prongs, which has become representative of engagement rings.

Even after Charles Lewis Tiffany passed away in 1902, jewelry designed by top jewelry designers of each era, including his son Louis Comfort Tiffany, Jean-Pierre Guerner, Elsa Peretti, and Paloma Picasso, has captivated celebrities around the world.

The Fifth Avenue Flagship Store and Film

In 1940, it moved its flagship store to its current location on Fifth Avenue in New York.

Through the popularity of the 1961 film "Breakfast at Tiffany's," starring Audrey Hepburn, the name Tiffany became known worldwide.
The Fifth Avenue flagship store also appears in the film and has become a New York tourist attraction.

Present Day

Tiffany has reigned as a leading American luxury brand independently for over 180 years, but at the end of 2019, LVMH (Louis Vuitton Moët Hennessy), the world's largest brand conglomerate, which owns Louis Vuitton, announced a major acquisition of $14.5 billion.

The final price rose to $16.2 billion, and the contract was signed.

While it is not yet clear what position Tiffany will hold within LVMH, being acquired does not mean that Tiffany's brand value has decreased.

As other global brand conglomerates such as Kering and Richemont are being formed, Tiffany is expected to play a major role within LVMH as a leading American luxury brand.

Summary

In Japan, Tiffany is sometimes viewed as less prestigious than other luxury brands because its Open Heart necklace, which was easily affordable during the bubble economy, became extremely popular.

This is due to its strategy of offering a wide range of products for each stage of life, from spoons for babies and first jewelry for teenagers to engagement rings and eternity rings.

It is a national brand that has been part of American history, and it has had a major impact on American history not only through jewelry but also silverware and watches.