• by Sarah Mahoney  @mahoney_sarah, April 13, 2023

New ads for Tiffany & Co. highlight the latest from the Tiffany T and Tiffany HardWear collections and aim to show how celebrities make Tiffany style all their own.

The ads star actress Gal Gadot, performer Zoë Kravitz and Jimin, of BTS fame. “Our 'This Is Tiffany’ campaign is an authentic homage to individual style,” said Alexandre Arnault, executive vice president, in the announcement. “We may make the jewelry. But it’s house ambassadors like Zoë, Jimin of BTS and Gal who give meaning to the collections and make our pieces all their own.”

The latest Tiffany T collection is stripped down and simple, with “pure, graphic construction.” The company says the newest HardWear watch sports a cushion-shaped case with a faceted Sapphire top glass, which resembles a full-cut diamond. A locking mechanism fastens the bracelet with diamonds. (The HardWear line first debuted in 2017.)

Since luxury giant LVMH acquired Tiffany in 2021, it’s intensified the use of celebrities in its marketing campaigns. The biggest splash has come from Beyoncé and Jay-Z. But Kim Kardashian, Pharrell, Sarah Jessica Parker, Tracee Ellis Ross and Anna Taylor Joy have also appeared in ads.

LVMH has also moved to make Tiffany's positioning both more upscale and younger. It’s worth pointing out that BTS, still the world’s biggest pop band, has plenty of Gen Z attention.

But the results have sometimes been complicated. In 2021, for example, it launched a campaign themed “Not your mother’s Tiffany.” That effort sparked such a backlash it ended after just a few weeks. It turns out the world’s mothers don’t like ageist advertising.

But for the most part, the new focus is paying off. In its most recent results, LVMH reported that revenue rose 18% in its watches and jewelry division, which includes Tiffany, with profits increasing by 20%.

The parent company says Tiffany & Co. had a record year, with revenue from high jewelry doubling. The Lock bracelet collection also boosted results.