Tiffany & Co. in India: Painting the Town Blue


There may not be real breakfast at Tiffany’s first India store, but all the glamour from the film definitely is, along with all the reasons the brand is loved globally

By: Suman Tarafdar

Posted on: February 14, 2020

Tiffany T Collection
 
Thoroughly loved by fashionistas, New York residents and frequent visitors, the Tiffany's flagship store at the corner of Fifth Avenue and 57th Street in Manhattan, which has operated since 1940, is a celebrity in its own rights, having been featured in films including Breakfast at Tiffany's, starring Audrey Hepburn, and Sweet Home Alabama, starring Reese Witherspoon. 

Stealing a bit of NYC’s spotlight is Tiffany’s newly opened first store in New Delhi. “Tiffany & Co.’s debut in India represents an important milestone for our iconic brand. As a global luxury jeweler with stores in many of the world’s most important cities, Tiffany’s emergence in Delhi presents a unique opportunity, particularly given India’s growing luxury consumer base and passion for jewelry,” said Tiffany & Co.’s chief executive officer, Alessandro Bogliolo. 

Tiffany & Co store India The Chanakya

With over 300 stores globally and retail outlets in more than 25 countries in the Americas, Asia-Pacific, Japan, Europe and UAE, Tiffany & Co. has partnered with Reliance Brands in India. Its next store in India will be in Mumbai, and is expected to open within the year.
 
Since 1837, when it was founded by the jeweller Charles Lewis Tiffany, the brand has become synonymous with elegance, innovative design, fine craftsmanship and creative excellence. The unique blue – or green (the debate on the exact colour is almost as old as the brand itself ) – has sparked many a sparkles in the eyes of dames and dowagers. The brand, which was recently acquired by LVMH, has seen ownership change hands a few times, and has in the process expanded its product range, though it remains best known for its jewelry, which over time has grown to offer more reasonably priced models.

The Delhi store

Central to the store in New Delhi are Tiffany & Co.’s new designs as well as its classic collections including Tiffany T, Tiffany HardWear, and Tiffany True, accompanied by the Home & Accessories collections.

Tiffany & Co store India The Chanakya
 
The iconic collections are meticulously spread across the store in an array of display units. Tiffany T – yes, where the ‘T’ plays such a designer role - is upfront. The turquoise Ts come in a wide range of settings, though the collection also features tiger’s eye, pink opal and black onyx—as well as lustrous mother-of-pearl. On the right of the entrance is The Return to Tiffany Collection, inspired by the iconic Return to Tiffany key ring from 1969, and for many a chance to stay in touch with the brand, as the name suggests. 

The more exclusive classic collections are towards the back of the store, including Tiffany HardWear, which is urban in attitude yet elegant in appearance. It's a luxurious mix of subversive sophistication inspired by the edge of New York City. 

Tiffany & Co Elsa Peretti collection
 
Tiffany’s artisans are said to use time-honored techniques to precisely cut and hand set the stones and mother-of-pearl in each necklace, bracelet and ring. Meticulous craftsmanship ensures the stones and mother-of-pearl sit perfectly with the precious metals in each design to create clean, sleek lines.
 
Contemporary expressions of timeless brand elements can be seen in every aspect of the store design, which is spread over 2,600 square feet of retail space. Modern and sleek, the store boasts a flexible environment while remaining true to the signature Tiffany & Co. aesthetic.
 
The storefront at The Chanakya mall has a striking façade in transparent and blue-lit glass which illuminates the entrance, inviting customers into a modern yet romantic atmosphere. Visitors will notice a Wheat Leaf design used on the façade that draws design inspiration from Tiffany’s NYC flagship store - a common Art Deco reference to progress and modernity.

Tiffany & Co Return to Tiffany collection
 
Within the store, fluting details are expressed in mirrors on the millwork. These surfaces add depth and reflectivity to the space. Thoughtful interiors welcome customers into the world of Tiffany, providing a pleasing and elegant showcase for Tiffany & Co. jewelry. A luxurious private salon for scheduled appointments awaits, heightening the Tiffany shopping experience.
 
With the launch of its first store in India, Tiffany & Co. aims to create an immersive and engaging experience for the customers of a new and emerging market, which is vibrant, energetic and full of personality.
 
Playful and elegant, Tiffany’s first ever store in India celebrates the craftsmanship and exceptional quality that characterize the brand’s renowned, extraordinary pieces.

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