The creation of Tiffany & Co. dates back to 1837 where it was founded by Charles Lewis Tiffany. Tiffany is known for the exceptional quality, elegance and exclusivity of its staple products, which are coveted by women all around the world. Over the past 175 years, Tiffany & Co. has created hundreds of thousands of products, including engagement rings, bracelets, pins, necklaces and more. The enthralling little blue boxes make women’s hearts skip a beat, cause them to be faint, or even salivate at the mouth. Were Hollywood films, hit television shows and celebrities the primary source of popularity, which created Tiffany & Co. as the popular culture trend it is today?
(http://www.tiffany.com/About/TheTiffanyStory/#p+1-n+6-cg+viewPaged-c+-s+0-r+-t+-ri+-ni+1-x+-pu+-f+/0)
Celebrities and the media had a huge impact on the increase in popularity for Tiffany & Co. products, dating back as early as 1948. Marilyn Monroe starred in hit blockbuster films, including Gentlemen Prefer Blondes, where she was featured singing Diamonds are a Girl’s Best Friend. Monroe also mentions Tiffany’s while singing her holiday hit Santa baby. The 1960’s film Breakfast at Tiffany’s starring Audrey Hepburn played a significant part in putting Tiffany & Co. on the radar of every woman in North America. Other popular icons such as First Wife Jackie Kennedy, and actresses Elizabeth Taylor and Audrey Hepburn were all known to wear Tiffany jewellery as their signature pieces. In more recent circumstances, television shows such Gossip Girl introduces Tiffany & Co. in various episodes, as one of the main female leads (Blair Waldorf) has an obsession with Breakfast at Tiffany’s and glamorous jewellery.
When delving into the history of Tiffany & Co., another level of popularity is revealed. Tiffany itself is also responsible for the popularity in popular culture of its brand. Tiffany’s mission is to maintain high standards, integrity and to conserve culture. Tiffany is involved in various philanthropic efforts, and ensures that its traditions and company culture are maintained. Tiffany as a brand identifies itself as a pathway to love, offering “Tiffany Tips” when love gets serious. For these reasons and more, Tiffany & Co. itself has captured the interest of producers, celebrities and first ladies in addition to the “average” woman. “Tiffany blue boxes make hearts beat faster, and epitomize Tiffany’s great heritage of elegance, exclusivity and flawless craftsmanship.”
When women see Tiffany, the see the ideology of LOVE. Numerous products by Tiffany have heart charms attached somehow, whether charms on a bracelet or engraved on the inside of an engagement ring. Across the world many women desire the brand itself and the little blue box that accompanies it. Women as young as 16 yearn for that special Tiffany bracelet, they couldn’t tell you why, just that they have to have one. The Tiffany website has countless helpful links, most of which have love quotes and tips on the header of the screen. Tiffany items are so popular, that counterfeits are produced, known as Fiffany’s, and to get your hands on a good one is an accomplishment. Commodity fetishism is also strongly present in the pop culture of Tiffany products. Women that own a quality, original Tiffany & Co. product with the box, treat it as though it is a loved pet or person. Women may go above and beyond to possess an item from Tiffany’s.
“Tiffany has one thing in stock that you cannot buy of him for as much money as you may offer, he will only give it to you. An that is one of his boxes.”
