Cultural relevance essential to business today, says Tiffany boss

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Exhibition at Saatchi Gallery shows how important popular culture is to the jewellery brand

Cultural engagement is a high-risk strategy but worth pursuing because relevance is now essential to business, the boss of the jewellers Tiffany says, as an exhibition celebrating the brand’s heritage in popular culture opens in London.bought Tiffany for $16bn

British tennis player Emma Raducanu attending the Tiffany & Co and the Prince’s Trust women supporting women event in London last year.“Luxury brands used to communicate in a very authoritarian way. You could put a brand on the back page of Vogue and say, this is who I am. Now that people can share and comment, we know that our point of view won’t work for everyone.

Images of Grace Jones in the “bone” cuff bangles fashionable in the 1970s, and of Diana, Princess of Wales photographed at Wimbledon in a suite of gold jewellery in the 1990s illustrate how the jewellery has adapted to the zeitgeist.

 

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