On New Tiffany Site, Luxury Looms Large
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Courtesy Tiffany & Co.(NEW YORK) — When Tiffany.com launched its redesign on Monday, it made clear that the iconic luxury goods store has been thinking outside the little blue box. The new site, while clearly rooted in e-commerce, devotes much of its digital footprint to the rich history and glamour that surrounds the brand.
“The Tiffany customer is looking for more than just a shopping experience. They want to immerse themselves in the world of Tiffany,” said Carson Glover, global director of worldwide public relations for Tiffany & Co. “With over 175 years of timeless heritage, Tiffany has a rich archive of sketches and imagery that highlights the many stories behind each collection.”
Enhanced zoom capability abounds, with multiple views of Tiffany jewelry on models and in accompanying videos. In the World of Tiffany section, a timeline offers nuggets of the brand’s legacy, while another page covers recent store openings and red carpet reportage.
The site, often a destination for those in love, has expanded its Engagement section. Brides-to-be can consult with a Tiffany diamond expert, learn about the “4Cs,” and try the “See It On” feature, which scales a selection to a model’s hand along with a designated skin pigmentation.
Whether the new site will lead to more little blue boxes beneath the tree this holiday season is yet to be determined. But for now many girls can dream — in vivid, sparkling detail.
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