Tiffany & Co. has opened a new jewellery lab called "Jewellery Design & Innovation Workshop" in a bid to revamp its jewellery line and introduce new marketing tactics, according to an article on Business Times (BT). The company’s chief executive officer Alessandro Bogliolo was said to have given the orders for product revamp and to appeal to younger audience.
The 181-year-old jewellery brand’s new workshop has been installed with advanced crafting equipments, audio-visual systems to assist in communication to suppliers and partners globally. In addition, the layout of the workshop has been designed for employees to work in a “project-focused” space and to allow direct communication for collaborative work, as said in the press release.
“The workshop was created to facilitate robust prototyping in the early design stages, which allows development speed and flexibility,” Dana Naberezny, vice president of the jewellery design and innovation workshop at Tiffany & Co. said. She added that organisational barriers between internal staff and external suppliers have been removed for better collaborative work with new materials, technology and processes.
Last year, Reed Krakoff, previously a Coach designer, was brought in to rework the products and he is now running the creatives for jewellery lines, stores and advertising. In May this year, Jeweller Tiffany and Co. painted New York City blue to celebrate the launch of the new Tiffany Paper Flowers jewellery collection and the upcoming “Believe In Dreams” campaign.
Tiffany filled the streets of New York from May 1 with Tiffany Blue coffee carts, serving complimentary special brews and croissants. The iconic yellow cabs were transformed to the brand’s trademark robin’s egg blue. BMX bikers and skateboarders staged freestyle tricks, wearing the same shade as well.