Tiffany & Co was the talk of the industry last summer when it opened the doors to a store unlike any other retail environment seen by the brand before.
This new concept boutique was located in the heart of Covent Garden, and whether industry professionals loved or loathed it, they couldn’t stop talking about it.
Why? Because it was different, it was fresh, and it told the world that Tiffany & Co is not afraid to try something new and see what can be done to attract and appeal to the next generation of luxury buyers.
The new store concept, which included the brand’s first fragrance vending machine, a space used for events, and a heavy focus on personalisation, was led by the brand’s UK managing director, Barratt West.
West, who has been leading the UK division since 2012, says the new store epitomises the company’s “trailblazing attitude” towards modern jewellery.
He said at the opening: “This store is all about celebrating self-expression. It’s about transforming the luxury retail environment to be a place of imagination rather than formality. And we really do feel passionately that luxury does not necessarily equal formality.”
The results for the first year of Tiffany trading with the Covent Garden concept boutique have not yet been published. Annual financial results for the global company, however, reveal the brand’s worldwide net sales reached a record $4.4 billion (£3.3bn) in the 12 months of 2018.