While we usually associate Tiffany & Co. with those big life moments — from silver rattles at birth to charming graduation gifts to heart-stopping proposals to photo frames commemorating anniversaries — the brand's new collection takes its iconic diamonds into the everyday. “We need to redefine some of those moments to make them more modern," says Reed Krakoff, the man charged with modernising that great American bastion of jewellery, Tiffany & Co.
What Krakoff calls the “world of love” that Tiffany faithfully immortalises inside a duck-egg blue box is changing. We now demand specialness every day, not just on red letter days. If the stackable T collection, where gold, silver and diamonds can be mixed together with nonchalant ease, marked the start of this, then Paper Flowers, the first jewellery collection created under Krakoff's creative tenure, is the natural evolution.
Intended to evoke a casual, almost wind-blown scattering of platinum-set floral diamonds interspersed with evocative fireflies, it’s a collection for women who wear precious stones with ease, whatever the occasion. Anchoring the diamonds are platinum petals that lend a weight to the overt femininity of the whimsical designs, while occasional blue tanzanites insert an unexpected asymmetry to the pieces, and a vibrant yellow diamond creates the body of a firefly.
Paper Flowers has its spectacular moments, such as a Dhs333,000, necklace exclusive to the Middle East. But there is also an open flower pendant for Dhs11,100. “It’s the way people live now. It’s a much more modern take on that traditional red carpet, ball-benefit way of wearing diamonds. We wear lots of diamonds!” smiles Krakoff.
“There’s never been a collection that’s as vast in terms of the pricing and look, from casual to very high jewellery pieces. It creates something that is feminine but cool. Something with a modern sensibility that isn’t just gold or silver. Something more precious, more delicate, more formal; done in a way that’s more casual and every day.”