Tiffany & Co's new jewellery is inspired by paper flowers

  • Style
  • Sunday, 09 Sep 2018

Tiffany & Co's new collection is said to be about stripping away all of the rules associated with fine jewellery and making it fun. The campaign is fronted by American actress Elle Fanning.

Tiffany & Co has unveiled chief artistic officer Reed Krakoff’s first jewellery collection. Its name and design were inspired by the idea of flower petals, cut from paper and delicately pinned together.

The Tiffany & Co Paper Flowers collection comprises fine jewellery, and reflects a perfect balance of refined femininity and industrial modernity. The floral motif is reimagined through a modern and graphic lens.

“Paper Flowers is about stripping away all of the rules associated with fine jewellery,” said Krakoff. “Luxury shouldn’t always mean formality, so we used precious stones and the finest materials, but in a way that you can live with every day.”

Tiffany & Co
Necklace in platinum with diamonds and tanzanites.

Naturalism is at the heart of the collection as seen throughout Tiffany’s history – the vibrant colour of the iris inspired the purple of tanzanite, while yellow diamonds echo the vivid hue of fireflies.

Exemplifying the superior quality and exquisite design heritage, a high jewellery diamond bib necklace features over 68 carats with a mix of pear-shaped and round brilliant diamonds.

Krakoff is attributed as the man who catapulted fashion label Coach to fashion prominence. He was brought in last year to overhaul Tiffany & Co’s designs, and attract younger shoppers.

He believes in the philosophy of “everyday luxury”, where jewellery pieces are used and worn on a daily basis – and not just as objects to be reserved for special occasions.

The new Tiffany & Co Paper Flowers collection ranges from pendants and earrings to bracelets and rings, and is now available in all Malaysian stores.

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