- Trinkets and treats
The move is likely part of the greater plan to make the brand cool and relevant to younger consumers.
It’s no secret that Tiffany & Co. is undergoing a spirited revival under the guidance of CEO Alessandro Bogliolo and chief artistic officer Reed Krakoff, who was previously responsible for rejuvenating the accessible designer fashion label Coach.
The duo, who both began their Tiffany tenures in 2017, have since created a quirky Home & Accessories collection (think silver bird’s nests with Tiffany Blue eggs, or blue-accented metal straws) and a feminine, youthful fine jewellery collection called Paper Flowers—with a campaign starring Elle Fanning, no less. All of this was presumably intended to revive the brand’s relevance among youthful millennials, following a sleepy period pre-2017.
This revival is presumably part of the motivation for Tiffany’s latest collection—a jewellery line aimed squarely at men. Simply named Tiffany Men’s, the line comprises two collections: the Tiffany 1837 Makers, a collection inspired by the jeweller’s hollowware workshop and its tradition of handcrafting sports trophies, and Diamond Point, which comprises more classic pieces designed around strong graphic shapes. The Tiffany Men’s collection comprises what you might expect from a men’s jewellery collection; there are dog tag-style necklaces, chain bracelets, and even a made-to-order trophy ring.
“Tiffany Men’s is centred on craftsmanship as the foundation of our company. Tiffany 1837 Makers is a nod to the workmanship and time-honoured techniques used in creating jewellery—the idea that there’s a person behind each object,” said Reed Krakoff, chief artistic officer, Tiffany & Co.
And should you be particularly enamoured of Tiffany Men’s offerings, we hear that there is also a one-of-a-kind chest set available, crafted entirely out of sterling silver and 18k yellow gold.
The Tiffany Men’s collection also comes at a good time, given the rising trend of men wearing jewellery in recent years. While we expect that most men won’t turn into rappers or Gucci dandies overnight, perhaps a little more adventurous accessorising with subtle bling would be welcome.