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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,

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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!
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