Signals & Stats : Daily Signals

Blast from the past

By Peter Firth 25 : 11 : 2015 Tiffany & Co : Dover Street Market : Jewellery

London – Tiffany & Co has joined forces with experimental retailer Dover Street Market to return the jeweller’s retired designs to the market, in the Out of Retirement collection.

The collection marks the first occasion that Tiffany has collaborated with a retailer on a capsule collection
The Out of Retirement line is available in London, Tokyo and New York until January 2016

Out of Retirement collection from Tiffany & Co at Dover Street Market, London

The collection comprises 18 individual pieces, eight of which are jewellery items, and 10 are gift items. Each piece is an elaboration of a classic design from the archives of Tiffany & Co, and the collection’s launch is deliberately aimed at the festive season when jewellery purchases increase.

The jewellery designs stem from Tiffany’s Blue Book collections from the 1970s, and range from 18ct gold rings to earrings inspired by cufflinks. The gift items range from money clips to hip flasks.

Dover Street Market is the perfect place for a brand to deviate from its usual offer, according to Francesca Amfitheatrof, design director at Tiffany, who said in a statement: ‘[Dover Street Market] is a place where creativity stands out and brands can do projects they wouldn’t normally do. It allows people to dream without creative limits.’

The Big Picture

This is a compelling way for Tiffany & Co to delve into its past while keeping one eye on its legacy. For more on how brands must think about their futures, read our macrotrend The Immortal Brand.