• by Sarah Mahoney  @mahoney_sarah, March 26, 2024

Tiffany & Co. is introducing “With Love, Since 1837,” a new campaign showcasing the jewelry company’s long resume of craft and heritage. And while Tiffany ads have recently featured celebrities like Beyonce, Jay Z, Lady Gaga and BTS, the real stars of this campaign are some of Tiffany’s most enduring designs.

With theatrical vignettes and loupe-level closeups, the campaign focuses on “untold stories” behind its most enduring designs, including HardWear, Lock, The Tiffany Setting, Knot, and T. One spot, for example, zeros in on the Sixteen Stone Ring designed by Jean Schlumberger in 1959, who was inspired by threads in his father’s loom.

The campaign draws heavily on Tiffany & Co. window designer Gene Moore, who died in 1998, best known for turning the New York flagship’s tiny windows into works of art. Photographer and director Dan Tobin Smith shot the campaign.

Ads from the new brand platform effort, created by TBWA\Chiat\Day LA on a project basis, are running in print and digital channels.

The new campaign comes as Tiffany & Co. continues to outshine competitors, with many in the jewelry business posting declines in 2023.

Much of the brand’s buzz stemmed from the remodeling of that New York flagship, which it now refers to as “the Landmark.”

Parent LVMH filled the building, which hadn’t been remodeled since first opening in 1940, with custom artwork, never-before-seen jewels and immersive displays.

“The spectacular transformation of this legendary flagship store was exceptionally well received,” the company remarked in its results.

That reinvention is paying off. While LVMH doesn’t break down financial results by brand, the company’s watches and jewelry division posted a 7% increase in sales in 2023, with profits also climbing 7%. Tiffany, with 300 stores around the world, is a significant contributor to the LVMH portfolio.

“The new Lock collection, which continued to be rolled out worldwide, was a huge success,” the company noted.

LVMH also owns Bulgari, which posted strong growth, Chaumet and TAG Heuer.