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How Tiffany & Co. Built Its Brand Based on Emotions

Does happiness really come in a blue box?
How Tiffany & Co. Built Its Brand Based on Emotions Does happiness really come in a blue box?

Earlier this year, Business of Fashion wrote that Tiffany & Co. had “lost its shine” after profits dipped towards the end of 2014. But soon after, the American luxury jewelry retailer launched its Will You campaign, tugging at the heartstrings of people who've long adored the brand with its strong emotional message.

In a span of a minute and fourteen seconds, the jeweler narrates the various love stories of couples on the brink of getting engaged. The message was clear and relatable, urging a frenzy on social media with people claiming that it brought tears to their eyes. And how timely was it that it was released just two days after Valentines?

Apart from just being a jewelry label, Marc Jacheet, Tiffany & Co.'s VP for Asia-Pacific Region, claims that the brand is an expert in peddling emotions. The little blue box helps people create strong connections with their loved ones by way of gifting them with the most meticulously sourced materials fashioned into the most exquisite forms—the brand’s own embodiment of their love for exceptional style and design.


The classic Tiffany setting Engagement ring.

To some, a blue Tiffany box can mean many things. One might say that you can't put a price tag on happiness, or even materialize it. But truth be told, it does start an avalanche of emotions - and not only because of the size of the diamond or its rarity. When someones goes to great lengths to get you such an item, it shows how much they value what you share. And with that, Tiffany makes use of such strong emotions to drive their product. 

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