Tiffany & Co.

Midtown

Photos courtesy of Tiffany & Co.

Under the watchful eyes of 30 security officers and 300 surveillance cameras, Tiffany & Company moved 114,179 pieces of jewelry from their iconic Fifth Avenue flagship store over the weekend to prepare the building for a renovation. Everything was taken to the adjacent storefront at 6 East 57th Street—a former Nike store—that will host a temporary location of the jewelry store until the renovation wraps up in 2021. Cheekily dubbed The Tiffany Flagship Next Door, the jeweler’s new home centers around a central atrium that will feature a rotating schedule of “periodic installations and exclusive partnerships.”

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Features, History

The recent shake-up at Tiffany, involving the replacement of CEO Frederic Cumenal and the departure of its design director, is said to be predicated on disappointing sales and a resultant decline in share prices. Since last fall, many upscale shops in the area have complained about a negative impact they felt was caused by the hullabaloo around Trump Tower—both rubber-necking and security barricades. A change in marketing emphasis toward a younger consumer—witness the hiring of Lady Gaga for advertising—and designs reflecting that shift are reportedly in the offing to reverse disappointing balance-sheet figures. Not everyone is worried, though. Tiffany & Co. has weathered many a storm in its 180 years, and the ambiance on the floor is still serene, the merchandise still beautiful. For a sense of perspective, and just in time for Valentine’s Day, 6sqft looks at Tiffany’s history.

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