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,