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Tiffany Pushing “Entry-Level” Jewelry Collection for Millennials With New Social Media Campaign

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Luxury brand aiming to show it offers more than just high-end pieces.

Tiffany & Co. is targeting millennials with its Return to Tiffany Love collection, a line of “entry-level pieces” that’s being promoted through a new social media campaign showing “younger consumers that it offers more than just high-jewelry,” Luxury Daily writes.

The collection, the article explains, was introduced on Tiffany’s social platforms with millennial-aged models and the hashtag #LoveNotLike. The campaign is being directed by Grace Coddington, the creative director-at-large of Vogue magazine, whom Tiffany enlisted this spring to lead the luxury brand’s “Legendary Style” marketing campaign this fall.

Read more at Luxury Daily

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Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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