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Tiffany & Co.’s Female Empowerment

Fashion News
Francesca Amfitheatrof, the first female Design Director of Tiffany.

By Jessica Michault

Over the past two years Tiffany & Co., the esteemed American jewelry house, has been going through a bit of a metamorphosis. It’s a change that can be traced back to the arrival of Francesca Amfitheatrof, the first female Design Director in the luxury brand’s 178-year history.

Her new perspective has already resulted in the highly successful Tiffany T line. A range of minimalist necklaces, cuffs, and rings that use the T shape as their starting point and are meant for layering and daily wear instead of lingering in a velvet lined jewelry box.

But Amfitheatrof’s reach has extended to all aspects of the brand. From the highly anticipated annual Blue Book collections filled with one-of-a-kind high jewelry pieces, to more contemporary lines such as the Tiffany Bow, Tiffany Infinity and Tiffany Victoria collections which have all recently been given an elegant update.

The three collections feature charming focal point designs—a bow, an infinity loop and a flower respectively— that have feminine curving shapes and classically appealing lines. The timeless nature of which keeps each piece well outside the trendy trap that some jewelry collections fall into.

However, what is particularly interesting to note is that with these three revamped lines Tiffany is forgoing a more traditional message of a man gifting jewelry to the woman in his life. Instead it is the woman herself who is seen in advertising campaigns as taking charge of the jewelry. Giving it to her friends, using it to play with a small child or just happily wearing it herself.

A woman, Tiffany seems to be saying, no longer has to wait for a man to give her a piece of the brand’s jewelry. She is in charge of her own happiness—and wallet.

 

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