Inside Tiffany’s Brand Refresh To A More Upmarket Positioning

Tiffany’s just announced that they plan to push the brand even more up-market and firmly reestablish the brand’s luxury heritage through high jewelry. I’m going to show you the brand strategy behind how they are pushing up the brand’s status and elite clientele to reassert their ultra-luxury heritage. 

This week the brand launched its 2023 Blue Book features a collection of high jewelry pieces valued at $100,000 and up. There is a growing demand for High Jewelry and it is fast becoming a very profitable niche in the luxury market. Pieces can cost anywhere from $50,000 to multiple seven figures. 

When I first started my brand strategy consulting firm seven years ago, I knew to get through the door and get that first high-end client which were luxury award-winning hotels and service-based businesses, I had to invest in a high-quality image and it paid off. It was my key to getting noticed, standing out and staying memorable. My clients understood the importance of having a signature, world-class image and wanted to align themselves with a brand that reflected the same image.

As a brand strategist and business coach, I’ve seen many talented Creatives, experts and professionals frustrated because they can’t seem to attract the right clients or charge their worth. If your brand message isn’t clear, it will come through in your brand image. Your website design may be misaligned and/or you’re using all the wrong symbols and subconscious queues, that are keeping your ideal clients away.

You’re at a stage in your business where over the years, brand development was on the back of your mind because all your focus has been on making sales.

You’ve done well for yourself so far but there is still one big problem. You feel like a brand can play a much bigger game if more of the right next level clients could see you in a certain way.

You feel like there is so much more scope for growth but over the years you were probably selling yourself the story that a bigger brand, more exposure, and growth will only lead to a dilution of your high standards, lose the personal touch to your high-touch service, and lead to only more exhaustion and more work.