jewellery

Not your mother’s Tiffany?



Tiffany ad campaign 2021

Love, love, love, the clean and classic styling on this Tiffany silver campaign.

The copy is a bit confusing though. It implies classic Tiffany is old fashioned with its “Not your mother’s Tiffany” strapline (which has riled its Instagram followers), yet then suggesting ‘mother knows best’.

Anyway, it’s always interesting to see heritage companies go back to basics; they all seem to do it. It’s a sort of way to reinforce their power, to show new customers their worth (these Elsa Peretti cuffs are iconic after all).

Tiffany ad campaign
Not Your Mother's Tiffany Campaign
Not Your Mother's Tiffany Campaign
Not Your Mother's Tiffany Campaign

UPDATE: The campaign has certainly got people reacting so is achieving some degree of short term success. Mark Ritson nails it in Marketing Week. Props to Brynn Wallner on Instagram for spotting the below on Stories…

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Tiffany ad campaign; Dimepiece/Instagram
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here

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The Tank Must de Cartier for a new generation



Tank Must de Cartier

I’m a complete sucker for a classic Cartier watch, especially one reissued from the archives. This month sees the relaunch of the Tank Must de Cartier, a discreet unisex style originally released in 1977. Created at the height of the quartz watch era, it was designed to appeal to the new young Cartier customer, with its diminutive proportions, entry price point, brightly coloured dials and vermeil (gold-plated silver) hands.

Fast-forward and we’re again seeing this new youthful customer embracing old-school watches. (more…)



On my radar: Minas Spiridis



Minas Spiridis

I just discovered the work of Minas Spiridis, a Greek jewellery and product designer who passed away last year at the age of 82.

I love this fluid, sculptural style, including his Cycladi stool, a table mirror, and a magnifying glass on a pendant. But my favourite is the Minas watch he designed for Georg Jensen. Only 1000 were made, including one owned by his friend, Keith Richards. (more…)



Aldo Cipullo – making jewellery modern



Cartier by Tina Tyrell for Harper's Bazaar

I noticed that Cartier is spotlighting its classics archive, an unsurprising move as customers are feeling the pinch and prefer to invest in long-time keepables. Good timing then for this beautiful new Assouline book* on Aldo Cipullo, who was responsible for such cornerstone pieces as Cartier’s Love* and Juste Un Clou bracelets.

Cipullo - Making Jewellery Modern book

(more…)