A world brand in jewellery: The adventure of Tiffany & Co.

Tiffany & Company was founded in New York City in 1837 by 25 year old Charles Lewis Tiffany and John B. Young. The firm was founded as a "stationery and ornaments store" when Tiffany's father financed $1,000 to establish the brand. 1830s Tiffany clearly marked the prices of its products to avoid any haggling on prices. In addition, the firm only accepted cash payments and did not allow purchases on credit.

From 1838 the firm continued to operate as "Tiffany, Young and Ellis" in Lower Manhattan, with the new partner JL Ellis joining. Jewelry items and collection became part of their brand in the 1840s.

In 1845, the firm published the first direct Tiffany mail-order catalog in the United States. Thus, it introduced Americans to luxury goods. The catalog, now known as the "Blue Book", continues into the 21st century and contains the world's rarest jewels and accessories. The company became a famous diamond brand in 1848, when its founder, Tiffany, bought gems from European aristocrats and brought them to the United States.

In 1851, the company made history as the first American company to implement the 925 sterling silver standard, which would later be accepted by the USA. Two years later, Charles Lewis Tiffany unveiled a nine-metre 'Atlas' watch above his store. Since its introduction, the clock that has stood above the entrance to the Fifth Avenue flagship store is the oldest public clock in New York City.

In 1853, Charles Lewis parted ways with Tiffany's other partners and took control, thus becoming the sole owner of the brand. In addition, he changed his name to "Tiffany & Company" after the firm focused on jewellery. Since then, the firm has continued to develop and expand itself, opening stores in major cities around the world.

In 1862, the firm supplied the Union Army with swords, flags, and surgical instruments. That same year, President Abraham Lincoln continued to make the brand known by purchasing a Tiffany pearl necklace and earrings for his wife to wear at the inaugural ball. Later, Tiffany introduced America's first stopwatch, the Tiffany Timer, in 1866. The following year, the company became the first US firm to win an award for excellence in silverware at the international world's fair in Paris. In 1868, the company decided to incorporate and started to produce gold design jewelry.

In 1870, the company built a new store building designed by John Kellum at 15 Union Square West in Manhattan. Built by The New York Times, the store has been referred to as a "palace of jewels". In 1878, Charles Lewis Tiffany purchased a 287.42 carat fancy yellow diamond called the Tiffany Diamond, one of the world's most precious and largest stones to date. The diamond had a chance to be worn by only four people, one of whom was Audrey Hepburn, for the promotion of "Breakfast at Tiffany's." This world famous diamond is now permanently on display at the Fifth Avenue flagship, where it attracts more than 300 visitors every day. In the same year, the company received a gold medal in the field of jewelry and great awards in silverware at the Paris Fair.

The company revised the Great Seal of the United States in 1885. The following year, it introduced the "Tiffany Setting," the engagement ring we know today. In 1887 the firm bought several pieces of the French Crown Jewels at auction. This caused the promotion to attract attention and make headlines. Purchased pieces were placed in Tiffany designs and met with high society in America. Thus, the brand further consolidated its relationship with high-quality diamonds.

In 1902, Tiffany's son, Louis Comfort Tiffany, became the company's first official design director, after the death of the company's founder and his father, Charles Lewis Tiffany. The colorful, distinctive and naturalistic designs of Louis Comfort Tiffany continue to be a source of inspiration for the designers of the firm today. The following year, kunzite was discovered, and so the firm's chief gemologist, Dr. Named in honor of George Frederick Kunz.

In 1905, the firm's best store in Manhattan was moved to the corner of 37th Street and Fifth Avenue, where it remained for 35 years. In 1910, George F.Kunz introduced the morganite gemstone to the American public. He named this gemstone in honor of financier and philanthropist JP Morgan. The precious gem morgarite discovered in Madagascar is a type of pink beryl.

The company decided to move its best store to its current 727 Fifth Avenue building, designed by Cross & Cross in 1940. This has made the area New York's premier shopping destination. In 1955, Gene Moore joined the firm and transformed the windows of New York's finest department store into magical mini-theatres of adventure, romance and wit. His creative collaborations and designs with famous artists have attracted audiences all over the world.

The following year, legendary jewelery designer Jean Schlumberger joined the firm. Schlumberger was known for his flamboyant and bizarre designs, often using plants and sea creatures. In addition, he made a name for himself with his playful use of precious stones, which attracted the world's most fashionable women. In 1968, Lady Bird Johnson, then First Lady of the United States, selected Tiffany to design a White House porcelain service that contained 90 flowers.

In 1974, model and jewelry designer Elsa Peretti joined Tiffany. Peretti succeeded in revolutionizing jewelry design with her sculptural aesthetic and modern sensibility. Under her direction and designs, silver acquired a glamorous new status. In the same year, the company introduced the 'Diamonds by the Yard' collection, that is, diamond jewelery that can be worn every day. Also that year, it introduced "tsavorite", the gemstone discovered in an area near the border of Kenya and Tanzania.

In November 1978, the company was sold to Avon Products, Inc. for a large sum of stock. The following year, John Loring was appointed Design Director to the firm. The designer has shaped Tiffany's design legacy for 40 years. In the 1980s, Paloma Picasso's bold designs were launched and became popular. In August 1984, Avon sold Tiffany to a group of investors led by William R. Chaney for substantial cash. The firm went public again in 1987.

Due to the 1990-1991 recession in the USA, the firm also began to focus on mass trade. A new campaign has been launched highlighting how the firm can be affordable for everyone. Tiffany & Co. registered its signature "Tiffany Blue" color in 1998. Three years later, it standardized the color as "1837 Blue".

In 2000, Tiffany & Co. The Foundation was established to provide grants to nonprofits working in the environment and arts. The firm established its subsidiary "Laurelton Diamonds" in 2002 to manage Tiffany's worldwide diamond supply chain. In 2004 the firm entered into a groundbreaking partnership with architect Frank Gehry.

In 2009, a collaboration with Japanese mobile operator SoftBank was announced. Two companies have designed a mobile phone with more than 400 diamonds. Also in 2009, the company launched the "Tiffany Keys" collection. Iconic pendants in the collection, with signs of optimism and hope, symbolized the possibilities of a bright future.

In 2014, the company's "Tiffany T" collection, designed by Francesca Amfitheatrof, was launched. Thus, the company captured the creativity, happiness, love and power it represents. In 2017, the firm launched the "Tiffany Save the Wild" collection and donated 100% of its profits to the Wildlife Conservation Network to support the conservation of elephants, rhinos and lions.

The firm opened the 'Blue Box Cafe' in New York City in November 2017, and that same month launched a luxury Home & Accessories line in which everyday objects are made extraordinary. That same year, the company launched the 'Tiffany HardWear' collection and partnered with American pop star Lady Gaga for an advertising campaign promoting its collection. The following year, the company established a new workshop, the Jewelry Design and Innovation Workshop. In the same year, it launched the Paper Flowers Collection designed by Reed Krakoff and a new proprietary engagement ring design called 'Tiffany True'.

In 2019, the company launched its first men's jewelry collection designed by Reed Krakoff and collaborated with celebrity model Kendall Jenner to promote its spring fashion collection. Later in the year, he opened a new brand exhibition called "Vision & Virtuosity" in Shanghai, China. In November 2019, LVMH announced that it was acquiring the company for $16.2 billion, but it did not materialize and the two companies were sued.

The symbol of a new era, the 'Tiffany T1' launched in 2020, and they hoped to capture the courage, strength and optimism that the company represents. In 2021, American singer Beyonce and rapper Jay-Z were hired to promote the company's "About Love" campaign. Beyonce made history as the fourth and first black woman to wear the Tiffany Yellow Diamond. In 2022, it partnered with Curtis Kulig while keeping the original "Love Me" concept. Kulig has also created other love-themed messages such as "Dare", "Know Me" and "Kiss Me" to be showcased with Tiffany.

It has been announced that Tiffany & Co., which has partnered with the Riot Games organizer, will design the League of Legends World Championship 2022 trophy.