When looking at historic beauty one thing always comes to mind; the glamour and status attached to jewels, how they were coveted and freely used to decorate fabrics and adornments.
A brand which I find that is synonymous with the allure of diamonds is:
Founded in 1837, Charles Lewis Tiffany set out to acquire unusual and rare diamonds to create his own legacy and showcase them to the world.
Making a statement with his 287 carat yellow diamond mined from Kimberley mines in SA in 1878. This was then cut to 128.54 carats as the designer: Dr Kuntz wanted to create a “smouldered effect not flashing radiance.”
In 1961 it was fashioned into a necklace by designer jean schlumberger and worn in the legendary film, “Breakfast and Tiffany’s” by Audrey Hepburn.
This necklace in my opinion is the epitome of beauty and glamour; the composition of the yellow diamond taking centre focus draws your eye to the fluidity of the pattern and complex design detail which highlights the rarity of this ‘fancy yellow’ clarity.
This diamond was bought by the head of Tiffany’s in Paris for $18,000 and has been showcased in their Signature New York store ever since.
The function of this historical object is nothing other than to be appreciated because of its natural beauty. It has become a part of the brand history which created a statement in society, to promote a legacy which still stands strong today.
Tiffany’s advertisements in my opinion claim to be the epitome of Christmas and creation of happiness. Their endorsements contain quotes: “the perfect Christmas comes wrapped in blue” and “Blue is the colour of dreams” which sells on the ideas of emotion and personality.
Their signature colour “Tiffany Blue” started in 1906 with a blue box and white tied ribbon with every purchase; enhancing the unique experience Tiffany’s offers.
From my own experience, simply receiving a blue package for my 16th birthday, I became excited as I realised it was a gift from Tiffany’s. Untying the white ribbon is an experience I will never forget.
Ethically sourcing diamonds is a serious issue; Tiffany and Co participates in a number of organisations which safeguards ‘blood diamonds’ to make sure the process of mining is safe and corrupt free.
Tiffany and Co created Laurelton Diamonds in 2002 which manages supplies to Tiffany. Also, Tiffany and Co only buy from countries which are a part of the Kimberley Process Certification Scheme which allows traceability and upholds the environmental and social responsibility of diamond mining.
(n.d.). Retrieved from famous diamonds: http://famousdiamonds.tripod.com/tiffanyyellowdiamond.html
(n.d.). Retrieved from telegraph: http://www.telegraph.co.uk/news/worldnews/australiaandthepacific/australia/8046472/Diamond-minings-shining-example.html
(n.d.). Retrieved from tiffany and co: http://www.tiffany.co.uk/csr/worldoftiffany/default.aspx
(n.d.). Retrieved from http://www.marshallmatlock.com/2011/08/moms-magazines-architectural-digest-march-2010/
(n.d.). Retrieved from http://www.cher-ry.blogspot.com
tiffany advertisement. (2013, december). conde nast publication.
vogue. (2013, december). tiffany and co advertisement. conde nast publication.
charles tiffany. (n.d.). Retrieved from biograpghy: http://www.biography.com/people/charles-tiffany-9507386