Skip Nav
Politics
9 Iconic First Lady Gowns Worth Talking About
Melania Trump
Melania Trump's Inauguration Outfits — and the Story Behind Them
Michelle Obama
Michelle Obama Just Got Officially Sworn In — by J.Crew

Tiffany & Co. Unveils New Store Concept

Fab Flash: Tiffany's Inviting New Store

Its time to throw out that notion of asking before touching in jewelry stores with Tiffany's new store concept. The sophisticated jeweler unveiled its first new concept store in Americana at Brand in Glendale, CA, showcasing its jewels in a fresh new format.

The store features Tiffany's lower- and midpriced items ranging from $200 to $5,000. Here, customers are encouraged to try on collections from Frank Gehry, Elsa Peretti, and Paloma Picasso located in open drawers and unsecured jewelry boxes. “Our whole intent is to zero in on the contemporary fashion collections and showcase them in a more artful and accessible way,” said Beth O. Canavan, executive vice president at Tiffany & Co. “We said, ‘Take the blinders off. Forget about the rules for how we merchandise today. Let’s think about how women shop.'" Tiffany & Co plans on opening three to five of the new concept stores annually.

For a peek inside the new store,

.


Image

Image

Source

Around The Web
Join The Conversation
Kelliegrl Kelliegrl 8 years
A couple of years ago I read an article in the Wall Street Journal about how Tiffany is losing it's luxury goods brand image b/c there were too many people wearing the Tiffany silver. As a result they wanted to go back to marketing as a luxury good jeweler. Now it sounds like they are trying to market to average buyers again. I'd like to see how they came up with their idea.
Dana18 Dana18 8 years
This is a great Idea. I would love to got to this store. When you see your self in something It makes you want it more.
Glittersniffer Glittersniffer 8 years
Oh man...wonder what their levels of shrink will be? I like the idea, though. Having to ask and be babysat while trying on jewelry makes it awkward!
Gucci Belt Trend
How to Wear a Hat For Fall
5 Wearable Tech Pieces That Are More Stylish Than Ever
Tips For Piercing Your Ears
Golden Globes Jewelry 2017
Wardrobe Essentials For 2017
Earrings at the Golden Globes 2017

POPSUGAR, the #1 independent media and technology company for women. Where more than 75 million women go for original, inspirational content that feeds their passions and interests.

From Our Partners
Latest Fashion
All the Latest From Ryan Reynolds