The famed jewelry house launches an original advertising campaign to honor the craftsmen who bring their iconic namesake engagement ring to life.
By Patricia Abaroa
Tiffany & Co, whose signature robin egg’s blue hue and coveted jewelry have become emblematic of love and marriage, is commemorating the 130th anniversary of their namesake engagement ring with a yearlong campaign. As a follow up to last year’s WILL YOU? campaign, which featured modern couples, the firm is running with the tagline: I WILL. This campaign, however, ventures from conventional ads that feature couples or celebrities and shines the spotlight on the skilled artisans behind the iconic “floating diamond ring”.
“When our founder Charles Tiffany introduced the Tiffany® Setting in 1886, he gave us not only a symbol of true love, but also an enduring reminder of our diamond heritage and reputation for craftsmanship,” said Caroline Naggiar, chief marketing officer of Tiffany & Co. “What better way to celebrate the 130th anniversary of this handcrafted ring than to honor its makers?”
Evocative of wedding vows the artisans, including a gemologist and diamond setter, promise to uphold the company’s unrivaled tradition to excellence and quality, through quotes that appear on print and digital ads, all under #TiffanySetting. Captured by acclaimed photographer Martyn Thompson, the striking black and white images feature the hands of the skilled craftsmen cutting, polishing and crafting the classic, six prong engagement ring. One of the ads, which features Tiffany & Co. Chief Gemologist Melvyn Kirtley, reads: “I will reject 99.96% of the world’s finest diamonds because there’s a difference between quality and Tiffany quality.”
Introduced in 1886 by Tiffany founder, Charles Louis Tiffany, the Tiffany engagement ring has gone on to solidify its place as the quintessential engagement ring. The innovative and aesthetically clean design elevated the diamond above the band, which maximized the light reflected off the stone, making it easy to understand why the firm places so much emphasis on selecting the crème de la crème of stones. Tiffany & Co. diamonds are procured in the rough, as the firm wishes to ensure that each is responsibly extracted directly from a known mine or through a supplier with multiple known mines. The firm then cuts and polishes most stones in the company’s own state-of-the-art facilities in order to maintain the integrity of its diamond supply chain.
Although the new campaign strays from typical engagement advertisements, it does a beautiful job of ensuring that love remains the focal point. The love of the craft, from the Tiffany & Co. artisans, is reflected in the stunning photographs, in their words, and most importantly, in a finished product that appeals to a diverse group of women, from the more traditional bride-to-be to today’s think-outside-of-the box fashionistas. ■
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