Tiffany & Co. has been synonymous with elegance over the years. Perhaps the strongest brand connection people have about Tiffany’s was created through the 1961 classic ‘Breakfast at Tiffany’s’ where the female protagonist, Audrey Hepburn was in total awe of the jewellery brand and the movie started with the scene where Audrey was having her breakfast outside the Tiffany store and admiring the collection on display from the window.
The movie projected Tiffany & Co. as an integral aspect of the New York life and an emblem of elegance and indulgence. Indeed, it is remarkable to note that Tiffany & Co has managed to stay strong in the luxury sector given the fact that luxury jewellery sector has been primarily dominated by French brands like Cartier, Van Cleef and Arpels, Bucheron or the Italian brands like Bvlgari, Damiani and Buccilati.
Since ages, Tiffany & Co. has been on the top list of women looking for engagement rings, wedding bands and high jewellery not only in North America but all over the world. The brand communication had been primarily centered around the whole idea of sealing in your special moments of love with a ring from Tiffany & Co.
Tiffany & Co. continued to play around with its brand image of love and elegance through its collections like the Tiffany T , Return to Tiffany, Tiffany 1837, Tiffany Infinity, The Atlas Collection and Tiffany Celebration Rings.
These collections were a breath of fresh air from the traditional Tiffany designs and connected well with a younger and contemporary consumer with an evolved taste and aesthetics. The Tiffany women were elegant, classic, young, independent and very much in love. The collections were contemporary and traditional in their own way which was reflected in the heart shaped designs, the infinity ribbons. love bands etc. signifying the circle of love, the circle of life.
But the question was “Is the Tiffany lady just about love and elegance? Can’t she be beyond the mundane manifestations of elegance, class, youth, independence and compassion? Can’t she be eclectic and hard- headed? Will it make her less elegant? Can’t edgy be elegant???”
And then, the Spring/ Summer 2017 came when Tiffany & Co. launched its Hardware Collection to celebrate the Edgy Lady- The one who redefines elegance in its own way and does not restrict it within a limited vocabulary of words. She is different,she is bold, she is confident, she is rebellious, she is independent, she is hard and she makes the world go GAGA over her with the edgy elegance she personifies.
Who else could be a better choice of being the face of the Hardware collection other than Lady Gaga who is EDGY-ELEGANT in every way. The collection stays true to its roots by drawing inspiration from the architecture of New York like its previous collections and also taking cues from its 1971 unisex bracelet which is my personal favourite from the entire assortment, no.5 in the image below.
Its been over an year since the launch of this collection and now its available in diamonds also apart from gold and sterling silver providing a wide variety of options for the edgy ladies. The brand is yet to come up with a newer collection than the hardware but for now it is indeed doing wonders for the brand image of Tiffany & Co. and helping the brand getting newer customers who don’t subscribe to cliched elegance.