360 degrees study into Tiffany&Co.

 It is an American luxury jewellery and silverware company, one of the world's most distinctive iconic brands.

•  It was founded by Charles Lewis Tiffany and Teddy Young in 1837 in New York City as a "stationary and fancy goods emporium". Only in 1853 the focus on jewellery was established when Charles Tiffany headed the company. 

Although it is more than 100 stores and boutiques worldwide, the brand is still very firmly associated with its home city New York.  

• In 1862 Tiffany&Co was supplying the Union Army with swords, flags and surgical implements (Birnie, 2003).
• 1867 it was the first US firm to win award for excellence in silverware at the Explosion Universaille in Paris. 
• In 1968 US First Lady Lady Bird Johnson ordered a White House china service design, featuring 90 flowers (Courtesy of Clinton Presidential Library, 2008) 
• In 2004 Tiffany& Co sued eBay on the ground that the latest profits from selling counterfeits of Tiffany products, however lost the trial and an appeal (Baertlein, 2004).
• In 2008 there was a collaboration with a japanese operator SoftBank to create a limited (10 numbers) cellphone collection, where each phone consists of more than 400 diamonds and cost approximately £781,900.  
• Each year Tiffany&Co. is responsible for creation of the trophy to award the NFL winners of the Super Bowl for the year, as well as MLS championship trophy.

Brand Mantra:

* One of the most distinctive features of the brand is their special turquoise blue, "Tiffany Blue", which is currently a registered trademark. It was introduced in its very first year as it is considered to be a colour of luxury due to being the hardest and most expensive colours for painters to during Renaissance to find and produce. Tiffany has never used any other colour. 

* Breakfast at Tiffany's - the movie starring Audrey Hepburn that has been eternalise in 1961.

*In 1878 Charles Tiffany acquired one of the world's largest and finest diamonds, uncovered in teh Kimberley mines in South Africa, with weight over 287 carats. He also acquired teh French crown jewels. 

*Celebrity involvement: apart from Audrey Hepburn, acting in the film and shooting promotional photographs, Abraham Lincoln commissioned the company to create a pitcher for his presidential inauguration and, while being at it, bought a Tiffany seed-pearl jewellery set for his wife. 

The company has also worked with such high-profile designers as Paloma Picasso and Coco Chanel.

*Luxury is the quality that has always been strongly associated with Tiffany. The company retains the same connotations it created in 19th century by sustainably working with leading jewellery and accessory designers in the world.

*The simplicity the brand portrays creates this special gentle and unique feeling of care and love, which instantly creates a charming emotional attachment to the brand image. 

*Addressing families in their public communicational messages enhances the sense of stability, trust, loyalty and love.

* Tiffany was able to create a completely unique lifestyle associated with the brand that is a inevitably appealing to a wide range of age groups as well as social classes and segments.  

Reference:

Baertlein, L. (2004) "Tiffany sues Ebay". Reuters. [online] Available URL: http://www.usatoday.com/tech/news/2004-06-22-tiffany-ebay_x.htm, Accessed on 20.11.2011

Courtesy of Clinton Presidential Library (2008) Party Politics [online] Available URL:  http://www.firstladies.org/documents/PartyPoliticsbrochure-webcompress.pdf, Accessed on 20.11.2011

Birnie, M (2003) Tiffany Medal of Honour Comes to Navy Museum [online] Available URL:  http://www.navy.mil/search/display.asp?story_id=7048, Accessed on 20.11.2011