The name Tiffany has transformed over 183 years from a person’s name into a symbol of the pursuit of love, luxury, and a brilliant life. This name has embodied the American promise of a better future, encapsulated in a blue box with a white ribbon.
In 1837, Charles Lewis Tiffany, together with John B. Young, opened a stationery and fancy goods store on Broadway in New York. Four years later, J. Lewis Ellis joined them. The store was renamed Tiffany, Young & Ellis and added silverware to its product offerings. The store was profitable, but Charles Lewis Tiffany saw the market’s needs and changed the store’s assortment to jewelry and luxury items. In 1953, the company changed its name to Tiffany & Company. Charles Tiffany aimed to establish a reputation for Tiffany & Co. as a successful jewelry company.
Tiffany’s success was built on a series of marketing decisions. In the 1830s, prices were not fixed but negotiated between the seller and the buyer. Tiffany clearly marked prices on all items while insisting on high quality. As a result, the Tiffany name became synonymous with expensive, high-quality jewelry.
Another key step for Tiffany & Co. towards success was their refusal to sell goods on credit, unlike many other companies at the time. Tiffany & Co. accepted only cash payments. Tiffany positioned itself as a stylish jewelry store that would settle for nothing less than a high price for its fashionable and quality pieces. Consequently, the company attracted the wealthiest clients in the city, willing to pay the stated price for fashionable and high-quality jewelry.
Tiffany & Co. counted among its clients the most prominent members of American society: the Vanderbilts, Havemeyers, Whitneys, and Astors. These families of the richest entrepreneurs, financiers, and collectors in America commissioned Tiffany for gold and silver items, as well as diamond jewelry. In 1862, President Abraham Lincoln purchased a pearl necklace and earrings from Tiffany for his wife, which she wore to the inaugural ball. In 1904, a young Franklin Roosevelt bought an engagement ring from Tiffany. Tiffany porcelain adorned the White House, and Tiffany’s precious stones accentuated the elegant attire of Jacqueline Kennedy Onassis, Elizabeth Taylor, and Diana Vreeland.
During the American Civil War (1861-1865), Tiffany & Co. supplied the Union army with flags, surgical instruments, knives, and swords. This was another step towards Tiffany’s success. The government’s use of Tiffany’s products for the army during wartime created a reputation for the company as reliable and trustworthy. This helped attract new customers and develop the brand in the post-war period.
The legacy of Tiffany’s jewelry design is conveyed through the collections in the Blue Book catalog. The first catalog, which introduced Americans to luxury items, was published by Tiffany in 1845. Today, the Blue Book annually showcases the most beautiful gems and jewelry pieces from the brand. Since 1978, the catalog’s cover has been distinguished by Tiffany’s signature color, Tiffany Blue. And the iconic Tiffany Blue Box with a white ribbon has become a symbol of style and refinement.
In 1886, Charles Lewis Tiffany invented the Tiffany setting for diamond rings. The hidden setting with six prongs showcased a round-cut diamond, giving the illusion that the diamond was suspended above the ring’s band. As a result, such a ring became a symbol of great love stories and was named the engagement ring.
In 1902, after the death of Charles Lewis Tiffany, his son, Louis Comfort Tiffany, took over the business. Louis Tiffany became the company’s first artistic director and was known for his Art Nouveau style. The extravagant and talented artists and designers of the House made a monumental contribution to Tiffany’s legacy and style, including Jim Moore, Jean Schlumberger, Elsa Peretti, John Loring, and Paloma Picasso.
In 1940, Tiffany opened a store at the corner of Fifth Avenue and 57th Street, occupying the largest retail space on the famous street. This location earned the nickname “Tiffany Corner.” Today, it serves as the flagship store of the brand.
The name Tiffany became known worldwide thanks to Blake Edwards’ 1961 film “Breakfast at Tiffany’s,” starring Audrey Hepburn in the lead role. The film was based on Truman Capote’s 1958 novella and has become a classic of Hollywood cinema. It was filmed in the brand’s flagship store. In 2013, Tiffany & Co. created jewelry for the film “The Great Gatsby,” which was adapted from Scott Fitzgerald’s 1925 novel.
In 1967, Tiffany & Co. achieved international recognition at the World’s Fair in Paris. The company received the top prize for its silver craftsmanship. It was the first time a foreign jury had honored an American design house. Tiffany adopted the British standard of sterling silver (925 fineness) for crafting various items in 1851. Thanks to the efforts of Charles Lewis Tiffany, this standard was accepted by the U.S. government as well.
Since the 1960s, Tiffany & Co. has been producing sports awards. In 1967, the company created the seven-pound Vince Lombardi Trophy for the National Football League’s Super Bowl, named in honor of coach Vince Lombardi. Following this, Tiffany & Co. crafted a silver trophy for the U.S. Open tennis championships, the National Basketball Association championship trophy, a silver platter for the winners of the New York City Marathon, and a cup for the Belmont Stakes, a prestigious American Thoroughbred horse racing event. Additionally, Tiffany designed the “New York” logo for the New York Yankees baseball club, which later became a fashionable trend in the world of sports style.
In 1878, Charles Lewis Tiffany acquired a uniquely colored yellow diamond weighing 287.42 carats, discovered in the Kimberley mine in South Africa. The cutting of this precious stone was overseen by Tiffany’s chief gemologist, Dr. George Frederick Kunz. George Kunz aimed not to preserve the size but to reveal the diamond’s distinctive yellow color, legendary fire, and brilliance. From the original diamond, they fashioned a cushion-cut diamond weighing 128.54 carats with 82 facets, named the Tiffany Diamond. In 2019, Lady Gaga, the brand ambassador, wore a diamond necklace featuring the Tiffany Diamond to the Oscars ceremony.
Since 1847, Tiffany & Co. has been selling precise and elegant watches. In 1853, Charles Lewis Tiffany introduced the nine-foot-tall Atlas clock, which he placed above the entrance to the flagship store. In 1866, the company created the first American stopwatch, the Tiffany Timer. In 1874, Tiffany & Co. opened a watchmaking factory in Geneva, Switzerland, where the brand combined American design values with Swiss craftsmanship.
In late November 2019, the French conglomerate LVMH concluded the largest luxury deal in history by acquiring Tiffany & Co. for $16.2 billion. Along with the American jeweler, LVMH acquired a portion of the culture built by Tiffany over 183 years.
Tiffany’s legacy, founded on high standards of quality and superb design, has made Tiffany & Co. one of the great American institutions, a globally renowned jeweler and producer of gifts that will be cherished for a lifetime.
