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Luxury -

Tiffany & Co. was established as a luxury brand, but in a different sense than traditionally known. In Europe, luxury was for the aristocrats, nobility, and royals. But in the United States, everyone could aspire to have it. It was a more inclusive notion of luxury that appealed to many consumers.

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The early days -

In the early 19th century, the US economy was growing rapidly and citizens had more disposable income to spend on goods and services.

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Charles Lewis Tiffany (1812-1902) -

In 1837, Charles Lewis Tiffany and his partner, John B. Young, started their own shop. They intended to sell stationary and some fancy goods.

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The first store -

Each of their fathers gave them US$500 (about $11,600 today) to buy a place on Broadway. It was named Tiffany, Young, and Ellis (J.L. Ellis was also taken on as a partner).

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Going solo -

In 1953, Tiffany took complete control of the firm, and the shop became Tiffany and Company. Here are Tiffany and his wife around that time.

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Marketing -

Tiffany showed himself to be a great commercial businessman and marketer. He saw that precious metals were doing well, and so he commissioned the best silversmiths in the country to make things for the company.

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World's Fair of 1868 -

The pieces were so beautiful that they were awarded the prize for best silverware at the World's Fair in Paris in 1868.

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Important history -

Nowadays you can find an incredible collection of Tiffany silver at the Museum of Modern Art in New York.

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Trends change -

By the mid-1850s, jewelry was becoming more fashionable for all women, not just the elite. Tiffany gaged the desires of his customers and started to specialize in jewelry making.

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Mary Todd Lincoln (1818-1882) -

President Abraham Lincoln's wife was adorned in Tiffany pearls for his inauguration in 1861.

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Can't spare a dime -

The story goes that Abraham Lincoln (1809-1865) met with Charles Lewis Tiffany to discuss buying the pearls. Lincoln asked if he could get a discount because he would soon be president. Boldly, Tiffany replied that no one gets a discount at Tiffany and Company.

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Robin egg blue -

Empress Eugénie de Montijo (1826-1920) was considered the most fashionable lady in the world. She was the wife of Napoleon III (1808-1873). Her influence on the fashion industry prompted Tiffany to use her tastes in his marketing. Her favorite color was robin egg blue, the infamous hue of Tiffany boxes, today known as Tiffany Blue.

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The Empress falls -

Empress Eugénie was deposed in 1870 and some of her giant collection of jewelry was to be sold.

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The French jewels -

Here is Napoleon III's mother, Hortense de Beauharnais (1783-1837) wearing some very large gems. This is but one set of many hundreds of jewels that the French royal family possessed. Charles Lewis Tiffany shocked many when it was announced that he would buy a third of all the French Crown's jewels. Henceforth, he was known as the "King of Diamonds."

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The seal -

Tiffany & Company did not stick to one field. They also redesigned the US seal which remains on the one dollar bill.

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Marketing ploy -

It soon came to light that the most success Tiffany & Company had was with their engagement rings. They pioneered a simple setting with a diamond. The company created the image of what we all regard as a traditional engagement ring to be today.

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Domestically made -

Most of the jewelry was still being made in New York by the best jewelers in the US.

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The Tiffany diamond -

In 1877, a yellow diamond was discovered in South Africa. It weighed in at a whopping 128 carats!

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The Tiffany diamond -

Clever Charles Lewis Tiffany purchased the gem for US$18,000. Nowadays, accounting for inflation, he would have paid $44,300. However, it is now regarded as so valuable that it is priceless.

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Louis Comfort Tiffany (1848-1933) -

Charles Lewis Tiffany's son had more of the creative genes than his father. He is celebrated for his substantial contribution to the Art Nouveau and Aesthetic art movements.

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Stained glass -

Tiffany reintroduced stained glass into the mainstream. He used designs of nature with wonderful green and blue hues to decorate lampshades and windows.

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Jewelry -

As he expanded the glass-making section of the company, Louis Comfort Tiffany also injected his feel for modern design into jewelry. He particularly liked using stones that came from the US itself.

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Fifth Avenue -

In 1940, the company had become large enough to merit buying a great store in the heart of Manhattan. Here is the 5th Avenue Tiffany & Co. building that features in the film 'Breakfast at Tiffany's' (1961).

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Lady Bird Johnson (1912-2007) -

Tiffany & Co. do china crockery as well. In 1968, the First Lady to Lyndon B. Johnson commissioned the company to make the china for the White House.

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Elizabeth Taylor (1932-2011) -

The company also takes commissions. Elizabeth Taylor was famously in a deeply romantic relationship with actor Richard Burton (1925-1984), and upon the release of his film 'The Night of the Iguana' (1964), he gave this magnificent brooch to her as a gift.

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'Breakfast at Tiffany's' (1961) -

You can't think of Tiffany & Co. without Audrey Hepburn (1929-1993) popping into your head with her seductive dress and jewels. The popular film brought even more fame to the company.

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Kate Winslet -

Tiffany & Co. often showcases its most glorious pieces with celebrities. Here is Kate Winslet on the red carpet of the 2010 Academy Awards. This necklace has been valued at US$2.5 million.

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Trophies -

Perhaps you didn't know that Tiffany & Co. also make the trophies for the largest tournaments in the world. They are the proud makers of the championship trophies for the NBA, NFL, MLB, and more.

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Relatively affordable -

If you have been blown away by the company's story or just want some new bling, it's possible without blowing a bomb in your pocket. Tiffany & Co. sells pieces starting at US$100, doable for a special birthday gift.

Sources: (The Jewellery Editor) (Insider) (Tiffany & Co.)

See also: A history of jewelry

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