6. Communicating that Tiffany Jewelry is Hand-Made
Reality
● Workshop in New York City
● 40 - 500 hours each
Problem
● Brand Image
● Consumer Perception
“Many people
aren’t aware…
every piece is
handmade at
every stage.”
W. Eagen, V.P. Tiffany & Co. Can.
7. Communicating that Tiffany Jewelry is Hand-Made
Opportunity
● Improve consumer
awareness
● Capitalize on “love,”
romance, elegance
& uniqueness
● Example
TRUE LOVE BEGINS
FROM OUR HANDS...
TO YOURS.
8. Communicating the “WHY”
● More distinct connection between the WHAT, HOW & WHY
● Better utilize in-store and online presence
● Implement TV’s in stores that stream mission statement and Tiffany & Co.’s
history
● Engage consumers in their mission and create invested customers
10. Improving Overall Experience
● Consistency of service, quality,
satisfaction
○ Lacking consistency in
aesthetics
● Need similar aesthetics in each
location
● Each location needs to have the
same clean and elegant look
11. Improving Customer Service
● Explicit customer service expectations
● Enhancing customer service
○ Uniform greeting
○ Refreshments
● Management check on employees
13. Tiffany & Co.
INTRODUCTION
Allison Coli, Maggie Farrar, Sabrina Anderson, Sarah Ikemoto, Taylor Reid
COMPETITORS
RECOMMENDATIONS
CONCLUSIONS
Market share competitor is Signet Jewelers Ltd. with 17%
in jewelry overall compares to Tiffany & Co.’s 5%. Online
competitor includes Blue Nile with 8% market share,
Signet Jewelers Ltd. with 4% and Tiffany & Co. with 3%
of online jewelry sales.
This area’s demographic is identical to Tiffany & Co.’s
target market; flexible income, white collar/affluent, and
is proximal to several upscale retailers. Tiffany & Co.
should open a store location in Orange County.
Improving Overall Experience
Tiffany & Co. has a positive brand image which
expresses elegance, cleanliness, and romance.
Therefore, each store should be similar aesthetics in
each location. Unfortunately, every location varies and
some stores outshine others. We recommend to
standardize the locations and have resemblance in
interior design and visual aesthetics. With a
standardized, clean, and elegant look, Tiffany & Co. will
come across as that much more upscale in the
consumer’s mind.
Improving Customer Service
One of Tiffany & Co.’s goals is to maintain a high level
of customer service. However, there are numerous
inconsistencies within several retail locations in
meeting that goal. We recommend the company to
redefine their level of expected customer service and
have employees properly trained on greeting guests,
being attentive, and friendly. By revising and
incorporating these factors, the shopping experience
will greatly enhance at Tiffany & Co.
Tiffany & Co. was founded in 1837 by Charles Lewis and
John F. Young and is now one of the leading competitors
of the jewelry industry. Originally, Tiffany & Co. was named
Tiffany and Young until 1853, when it’s name was changed
officially. Tiffany & Co.’s main target market is females
ages 28-34 and individuals who have a “high-net worth and
strong interest in fashion, shopping and luxury goods.” As
a big diamond retailer, Tiffany & Co. dedicates its
corporate responsibility to charitable giving, protecting the
environment & responsible mining. With this in mind,
Tiffany & Co. positions itself in the minds of customers
using high service standards and high quality materials.
Communicating that Tiffany Jewelry is Hand-Made
Studies show that humans value handmade products far
greater than machine made products, which lack the
essence of love and fragility. Many of the Tiffany & Co.’s
consumers are not aware that most jewelry is handmade
by skillful artisans in the New York flagship location. Since
Tiffany & Co.’s image encompasses love, romance, and
elegance, the company can enhance consumer
awareness by communicating this added value through
marketing, catalogs, and visual merchandising in the
store.
Communicating the “WHY”
Some of the most innovative companies are successful
through using a particular marketing strategy to capture
the target consumer. The strategy is communicating the
“why.” This is an identification of the company's purpose,
beliefs, existence, and reason why people should care.
Tiffany & Co. lacks this “why,” which creates a barrier
between what they do, how they do it, and why they do it.
We recommend that Tiffany & Co. revises the mission
statement in order to make a more
Over the past decade and a half, Tiffany & Co. has
continued to dominate the jewelry market, however, we
suggest implementing a few changes to maximize all
marketing efforts. By improving its communication to
customers of its handcrafted jewelry and corporate
responsibility; in addition to location strategy and overall
customer experience, Tiffany & Co. could greatly
improve its retail strategy.
distinct connection with consumers as to
why Tiffany & Co. creates jewelry and for
what reasons consumers should feel
inclined to be loyal.
Additional Orange County Location
Tiffany & Co.’s location strategy determines
which store locations are chosen based on
area demographics, consumer demand, and
proximity of luxury brands in the area. Tiffany
& Co. is potentially missing an opportunity by
only having one store in Orange County.
