Tiffany & Co introduced its first new engagement ring in almost a decade to its home-market last year, and today it has landed in the United Kingdom.
The new collection, ‘Tiffany True’, takes inspiration from the ‘T’ in the brand’s name and adds a new contemporary aesthetic to the brand’s iconic engagement ring offering.
Key features include a new diamond cut that maximises brilliance, light and contrast and a subtle T on the side.
Whilst the setting has been designed to create a basket for the ring, allowing it to sit lower on the finger for a more modern feel, it still stays true to the iconic Tiffany engagement ring setting the brand is famous for.
As the first new bridal line in almost a decade, and the first engagement ring designed by the chief creative officer, Reed Krakoff, this is a significant step for Tiffny & Co, which has been on a mission to regain market share and attract younger consumers.
The launch comes as Tiffany & Co has entered a new era of diamond transparency.
Under a ‘Diamond Source Initiative’, the firm will begin sharing the provenance of its newly sourced, individually registered diamonds with its consumers, and by 2020 the business aims to share the entire craftsmanship journey.
The Tiffany True offer features in the brand’s new Believe in Love marketing campaign, which focuses on the intimacy between two people.
Alongside a new engagement ring, the line includes bracelets and additional rings in 18ct gold, white and rose gold.
Take a closer look here: