Jacques Burger

3.1.2023

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Breakdown at Tiffany’s

There is something magical about birthdays, no matter what your age.

Breakdown at Tiffany’s

There is something magical about birthdays, no matter what your age. February marks the birthday of our agency, and this year we turned 13 – quite a milestone. It is with great excitement that we enter the teenage years of brave and bold exploration, of new adventures and opportunities. I also celebrated my birthday in February, and what I realised is that when one gets to a certain age, it’s less about the number of years and more about the number of memories. And presents of course! I must confess that I do love gifts, but I also equally love giving gifts. There is something really rewarding about taking the time to find someone special a gift you just know they will love.

My eldest daughter, also now a teenager, has always had her heart set on a classic silver Tiffany’s pendant necklace. With her 14th birthday approaching, I decided it was time to make a very special trip to Europe even more amazing by buying her one. We popped into the beautiful Tiffany’s store, excitement at an all-time high, and patiently waited our turn to be served. Eventually, almost unable to contain herself, my daughter explained to the sales lady exactly what she was looking for. Her polite response?

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“No dear, we don’t sell the silver ones in the store anymore, only the gold ones. If you want the silver one, you need to buy it online.”

Although almost impossible to ignore my daughter’s disappointment, my thoughts immediately went to the LVMH acquisition of Tiffany’s and I couldn’t help but wonder if this was part of their strategy to move the brand more upmarket again. And if it was, was it a good idea? At what point does accessible interfere with aspirational, and can the two co-exist? But that’s a conversation for another article.

To find out what happened, read the full article on BizCommunity

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