Tiffany & Co. is a luxury jewelry brand founded in 1837 that is known for its high quality silver jewelry and engagement rings. The brand's iconic blue boxes and logo are highly recognizable symbols of luxury. Tiffany became very successful by clearly marking prices on all goods and only accepting cash payments, which established it as a high-end brand. The company continues to market primarily to wealthy customers around the world and has adapted to new digital strategies to appeal to younger generations.

1. JASMINE KAUR

2. What do we know about Tiffany & Co
Tiffany’s brand is worth a lot. People are willing to pay hundreds
or even thousands of dollars more for a Tiffany product than
they would for an equivalent silver product without a Tiffany
logo. Tiffany’s logo, design, and even Tiffany’s small blue box
that holds the jewelry is really what customers are paying for.
If you look at silver prices and compare them to what you buy
at Tiffany and Co., it is obvious that we pay a huge premium
for that little blue box. Tiffany became the jewelry marketing
superpower.

3. About TIFFANY & Co.
Charles Lewis Tiffany founded Tiffany in 1837.
• The company’s initial branding was “stationery and fancy goods
emporium.” Initially, the company sold a variety of stationery products,
under the name “Tiffany Young and Ellis”.
• Prime example of a company’s ability to effectively read the market
change based on consumer demands, and re-brand themselves to match
the demand in the market. Tiffany recognized that while their stationery
business was lucrative, it was not nearly as successful as it could be. They
looked at their value proposition, and were able to accurately interpret
their unique value to customers. They recognized that in order to reach
their full potential, they had to establish themselves as a jewelry company.

4. TIFFANY AND Co. PRODUCTS
• There are many segments in term to products of Tiffany & Co.
• Engagement Rings
• Watches
• Home Décor.
• Tiffany Holiday as the name sounds the first thing came in our mind that it is
something related to holidays but it is the new jewelry collection which include
different products in jewelry like bracelets, ear rings, necklaces extra.
• Jewelry Blue book.

5. How it become a High-End Trusted Brand
• In the 1830s Tiffany made a bold move that was unseen prior to that.
Tiffany decided to mark prices clearly on all of their goods and products.
No negotiating, no bargaining, no haggling. You would pay the price of the
product, or you would leave the store. In doing this, Tiffany insisted that
their products were of high quality. Tiffany created this value literally by
putting price tags on their items. That’s all it took for them to be a top
luxury brand.
• Tiffany broke another norm by only accepting cash payments. While many
jewelry stores accepted payment on credit, for Tiffany it was cash only.
Which was enough in making them different from others. Which attracted
all upper class customers and still now it is attracting upper class
customers.

6. How it become a High-End Trusted Brand
• In 1862, Tiffany was a main supplier to the Union Army. They supplied
them with flags, surgical implements, and swords. This was an excellent
marketing tactic for Tiffany, who at the time was establishing their brand
as reliable, credible, and dependable. When people saw Tiffany items used
by their government’s army, they knew that Tiffany had to be a high
quality and trusted product. This brought Tiffany customers, and helped
grow their brand.
• In 1867, Tiffany won an award for Excellence in Silverware at the
Exposition Universelle in Paris. In doing so, Tiffany was the first US firm to
ever win an award of such a nature overseas. This established Tiffany as
having a clear global presence, and furthered the branding of quality and
prestige that Tiffany had now successfully created.

7. Target Market of TIFFANY & Co.
• When its come to target market Tiffany has
always made sure to attract always the upper
class.
• They have enlisted Alicia Keys for its new
campaign, BELIVE IN LOVE. With this
campaign they have also targeted the young
generation the singer song which is based on
love and commitment to enhance the brand
rings and jewelry

8. The Brand Which is knows for its value
• By helping out the military, a famous sporting team, and even
the police – Tiffany made it known that they were a trusted
and respected vendor. Today, Tiffany has a solid presence in
the global jewelry market. They are a highly sought after
vendor all over the world.

9. Digital Market Strategies
Diamonds and precious jewellery aren’t something you’d buy everyday so Tiffany & Co
has answer called
“What makes love true” is a mobile app that builds a world of romance for the user-
with Tiffany right at the centre of it. Right from romantic movies and music,
inspirations for weddings and beautifully captured photographs- it has it all.
An interesting feature addition on their website (close on the heels of Valentine’s Day)
is the ‘Drop A Hint’ button and “Love Notes” that allows users to send personalized
emails to loved ones with a link to the Tiffany product they’ve been lusting after.

10. RING FINDER APP
Tiffany took an unprecedented step and decided that product experience need not
be confined to a physical store. Launched the engagement ring finder app in 2015.
The app provided a convenient way to choose ring styles and carat weights. It even
allowed users to take hand-selfies to virtually ‘try on’ Tiffany rings. The innovative
app was well-received by the public, the result of Tiffany’s strategies was a
whopping 20% increase in sales!

11. WE ARE HERE TO SOCIALIZE
• Tiffany & Co. is brand has figured out a way to embrace social media while
remaining just elite enough to come out on the other side with their well-
earned reputation intact.Across the board, Tiffany & Co. ranked highest in terms
of engagement and responsiveness within the social media sphere. These
characteristics prove extremely useful for Tiffany.
• They are frequently updating their new products on social media .Each image is
beautiful, sophisticated, and matches the aesthetic quality that the brand is known
for. There seems less of a drive to churn out content, and more of a desire to share
only that which is amazing. Amidst the cacophony of noise and voice in the social
media sphere, how Tiffany responds to online enquiries and trends could set it
apart from its competitors.
Website : http://www.tiffany.co.uk/?origref=www.google.fr
Facebook : https://www.facebook.com/Tiffany/
Instagram : https://www.instagram.com/tiffanyandco/?hl=en
Youtube : https://www.youtube.com/user/OfficialTiffanyAndCo
Twitter : https://twitter.com/TiffanyAndCo

12. INTERNET PEOPLE LOVE THEM !!!!

13. The Tiffany Blue Box since the very beginning has enthralled everybody. It was Charles
Lewis Tiffany who mandated that the coveted boxes could only be acquired with a Tiffany
purchase. As reported by the New York Sun in 1906, "Tiffany has one thing in stock that
you cannot buy of him for as much money as you may offer, he will only give it to you
when you will purchase something. And that is one of his boxes.” Glimpsed on a busy
street or resting in the palm of a hand, Tiffany Blue Boxes make hearts beat faster, and
epitomize Tiffany’s great heritage of elegance, exclusivity and flawless craftsmanship.
DNA OF TIFFANY & CO

14. DNA OF TIFFANY & CO.
The Publication of the “Blue Book” Tiffany
catalog in 1845, they continued to use its
catalog as part of its advertising strategy.

15. To Charm Millennial
• High-earning but not-yet-rich millennial - with annual salaries
of $100,000-$250,000 - are spending more on brands that
offer them a more contemporary look or on jewelry made by
niche designer.
• In order to charm Millennial The company has launched new
silver products priced below $500 under its “Return to
Tiffany” and “Infinity” collections, and aggressively marketed
its iconic diamond engagement rings in the “Tiffany setting” -
a 130-year-old design, where a diamond is secured by a set of
prongs. And it continues to have considerable pull in the
luxury jewelry market with annual sales of more than $4
billion.

16. Tiffany & Co. around the world
• From Hong Kong to Sydney, Rome to Shanghai, New
York to London, Tiffany can be found in the most
important cities on earth.
• The Ambience of store all around the world maintain
the same interior with the shades of turquoise.
• Which makes it a luxury traditional brand which
maintains it tradition but accept the changes with
the time and keep a pace with growing world.

18. • https://www.youtube.com/user/OfficialTiffany
AndCo