Skip Nav
Spring Fashion
9 Bridal Trends You'll See Everywhere Next Spring
Anna Wintour
Every Question You've Ever Had About the Met Gala, Answered in an Instant
Spring Fashion
12 Little-Known Sunglasses Brands All the Models Love

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,





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!
Kendall Jenner's Sexiest Moments of 2014 | Video
What Color Veil Should I Get With My Dress?
How to Look Taller in Flat Shoes | Video
What to Wear on Easter Sunday
Celebrity Tips on Taking Instagram Selfie Photos | Video
Why Being Basic Is OK | Video
Angelina Jolie Style
How to Style Your Swimsuit
Affordable Engagement Rings
Underrated Sunglasses Brands
From Our Partners
Latest Fashion
All the Latest From Ryan Reynolds