Tiffany’s diamond pitch goes from Audrey Hepburn to A
Even if you can’t afford to buy a diamond ring at Tiffany Co.’s Michigan Avenue flagship, you can watch one being made. It’s part of a temporary exhibit showing customers how a diamond goes from a rock to a finished piece of jewelry.
Tiffany CEO Alessandro Bogliolo was in town last week to launch the exhibit, which will remain at the Chicago store for six months. replica louis vuitton bags from china He talked about what the 182 year old luxury jewelry retailer is doing to attract a new generation of shoppers, why he thinks millennials aren’t abandoning diamonds and why you won’t see fake designer bags lab grown Fake Louis Vuitton Replica Bags diamonds in Tiffany’s trademark blue boxes.
A. People associate Tiffany with the most beautiful diamonds. But what people do not know is how Tiffany has made Discount Replica Louis Vuitton Bags , in the last 20 years, a huge investment in terms of traceability and sustainability in diamonds. The diamond industry, historically, was very opaque. Now 80 to 90% of our solitaire diamonds so 0.18 carats or more we source directly from the mines.
Alessandro Bogiolo, CEO of Tiffany Co., speaks with a reporter at the Diamonds of Tiffany exhibit Nov. 15, 2019, at the Tiffany Co. store on high quality replica handbags china North Michigan Avenue in Chicago. (Stacey Wescott / Chicago Tribune)
Then cheap louis vuitton bags from china uk there’s the quality. The fact Perfect Quality Louis Vuitton Replica that it’s our employees that cut the stone allows us to give them standards that are stricter.
Q. Last year, Tiffany began telling consumers buying at least 0.18 carat diamonds the country where their diamond came from. Did you see consumers’ focus on sustainability and transparency in the industry high quality designer replica handbags affecting sales?
A. The stores were saying, ‘Our clients are not really asking for this.’ And my answer was ‘I know, and that is the point.” replica louis vuitton handbags The diamond industry has been built over centuries on principles that were not that of transparency, and has taught consumers to think a diamond is all about the four C’s (cut, color, clarity and carat weight).
You go to your favorite supermarket, and you go to the fish counter. You are told where the fish you buy comes from. Wouldn’t you like to know where your diamond comes from?
Raffi Nalijayan sets a diamond at the Diamonds of Tiffany exhibit on Nov. 15, 2019, at the Tiffany Co. store on North Michigan Avenue in Chicago. (Stacey Wescott / Chicago Tribune)
Q. We hear millennials don’t buy diamonds the way other generations do. Is that something you see?
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A. It’s true millennials don’t buy diamonds the way other generations did. It’s not true, in our experience, that they don’t buy diamonds. With baby boomers, the culture was you’re a boy, you love a girl, you’ve never been to a jewelry store in your life, and you have this rite of passage where you have to buy a diamond ring in order to tell your girlfriend that you love her. And that is the step required to get married and have a honeymoon trip, kids, a house and a dog.
The way a millennial lives, he meets the person he loves, they go on a trip overseas, they love each other replica louis vuitton , they come back and have a home together. They have a dog dolabuy , maybe later they have a kid. At that point they buy a diamond ring. A diamond ring remains as a symbol of love, but it can be from man to man, it can be after three kids, it can be without a wedding, and this is the beauty of the modern world.
A. Our challenge, our duty is to keep what we do, with our beautiful jewels, part of the aaa replica designer handbags cultural conversation of today. The video “Believe in Dreams” (an ad campaign launched last year), is a sort of mini remake of “Breakfast at Tiffany’s” where there is Elle Fanning instead of Audrey Hepburn and there is “Moon River,” but “Moon River” has been remixed by A$AP Ferg. You take the DNA of the brand and you project it in the world of today.
So first is to speak the language of today and to be part of the cultural conversation. Second is to keep on innovating.
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A diamond exhibit at the Diamonds of Tiffany exhibit at the Tiffany Co. store on North Michigan Avenue in Chicago. (Stacey Wescott / Chicago Tribune)
Q. Has the traditional engagement or wedding ring’s contribution to the company’s business changed?
A. If we look at the last 10 years, the percentage has been basically the same: replica louis vuitton 25, 26, 27% of our business is in love and engagement. The portion of the business that has grown faster than average is our jewelry collections. It’s not that people don’t express love with a diamond what is really step changing is women that are buying for themselves.
Q. Would Tiffany ever consider selling lab grown diamonds?
A. No. It’s something that by definition has no rarity. To celebrate one of your special moments you want something very, very, very special.
Q. Tiffany received an $14.5 billion acquisition offer from luxury conglomerate LVMH, which owns brands like Louis Vuitton, Christian Dior, Bulgari and Sephora, last month. Any interest?
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A. As a public company we have the fiduciary duty vis a vis our shareholder of considering any offer. This is the process in which fake designer bags the board is involved now.