Tiffany & Co. debuts ‘With Love, Since 1837’ campaign, focusing on brand’s heritage

Unlike many of the brand’s recent star-studded campaigns, With Love, Since 1837 does not have a celebrity focus, instead spotlighting the jewellery itself

New York: Luxury jewellery brand Tiffany & Co. has revealed its latest campaign, which pays homage to its rich heritage and the origin stories behind some of its most renowned collections. Titled “With Love, Since 1837,” the campaign serves as a tribute to the inception of Tiffany & Co., established in New York City in 1837 by its founder, Charles Lewis Tiffany.

The focal point of the campaign revolves around iconic designs such as the “Lock” collection, drawing inspiration from a brooch dating back to 1883, and pieces from the “HardWear” line, characterized by their bold and pure forms reminiscent of a Tiffany bracelet introduced in 1962.

In addition to showcasing classics like the Jean Schlumberger by Tiffany & Co. “Sixteen Stone” ring, the campaign shines a spotlight on the “T” and “Knot” collections, as well as the enduringly popular Tiffany setting.

Unlike previous campaigns that featured celebrity endorsements, “With Love, Since 1837” shifts its focus solely onto the jewellery itself. The campaign draws inspiration from the artistic legacy of Gene Moore, a former window designer for the company, whose innovative work significantly influenced the field of window display design.

Photographed and directed by Dan Tobin Smith, the campaign breathes new life into Moore’s iconic compositions, infusing them with a contemporary flair. Smith’s modern and sculptural approach emphasizes scale and dynamic perspectives, capturing Moore’s dramatic vision through a fresh lens.

Shot in London, the campaign’s set, masterfully crafted by set designer Rachel Thomas, features a mesmerizing interplay of miniature and oversized scale models, creating captivating illusions through perspective shifts. Notably, the enchanting effects captured on camera were achieved using animated projected backdrops and physical smoke clouds produced on set, eschewing postproduction enhancements.

Tiffany & Co. asserts that at the core of its brand lies a profound appreciation for love, which serves as the driving force behind each collection and embodies the jeweler’s distinguished heritage of exquisite craftsmanship.

Described as a celebration of love, artistry, and legacy, “With Love, Since 1837” marks a collaboration between Tiffany’s internal creative team and the renowned creative agency TBWA\Chiat\Day LA.

The campaign made its debut on March 25, appearing in both print and digital formats, inviting audiences to rediscover Tiffany & Co.’s heritage collections.

Retail Jeweller World News