In a first for the company, Tiffany & Co has enabled consumers to purchase engagement rings online.

As part of its mission to enhance the customer experience, a selection of engagement rings are now available to purchase from the brand’s US website.

US clients will be able to shop Tiffany’s bridal offer from the comfort of their homes, with the help of a digital diamond consultant who will help consumers find the perfect ring.


The brand’s chief executive officer, Alessandro Bogliolo, comments: “In recent years, Tiffany has been accepting phone orders for diamond rings from customers solely beyond our store distribution. So we believe this is a natural and complementary expansion of our in-store experience for the love and the engagement category. And we look forward to a process of continuous improvement in our digital capabilities going forward, including plans to introduce a company operated, e-commerce enabled website in China later this year.”

This news was announced during a conference call following its Q4 and annual results, where the CEO outlined the company’s plans and focus for 2019.

The main mission for the year is to improve the customer experience, making sure it is up to date with 21st century demands.

This includes delivering a more “exciting” omnichannel experience.

The firm is currently in the process of upgrading all of its websites, globally. The CEO says these update will provide a number of benefits to both the consumer experience and Tiffany’s ability to innovate.

He comments: “We are offering a rich blended experience of content and commerce, elevating the brand, while reducing the friction in the user’s journey as much as possible. The announcements give Tiffany more agility in testing, personalising and content optimisation.”

When it comes to physical retail, Tiffany’s is in the middle of renovating its flagship shop in New York City. This will be completed by the end of 2021.

The firm will also open new stores in key cities, and complete renovations in important locations, such as Sydney, Australia.

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