Crazy About Tiffany

With a reimagined flagship and a new setting for the Tiffany diamond, the New York jeweller shows off its limitless capacity for reinvention

- ALISON S COHN

Holly Golightly exits a New York City taxi cab at dawn in front of the Tiffany & Co. store on Fifth Avenue and 57th Street. She's wearing a black evening gown, opera gloves, and a multi-strand pearl and rhinestone necklace. The camera pans up the facade of the building, with its Atlas clock and revolving doors, then returns to Golightly, who is gazing at the window display as she sips coffee and munches on a Danish. With the iconic opening of the 1961 film Breakfast at Tiffany's, the jeweller entered the realm of pop-culture mythology. In the publicity photos for the film, actress Audrey Hepburn traded her costume jewellery for a necklace set with the spectacular 128.54-carat yellow Tiffany Diamond. Now the two things most emblematic of Tiffany-the Fifth Avenue store and the Tiffany Diamond-are getting dramatic makeovers as a new design for the famous stone takes centre stage at Tiffany's freshly renovated Fifth Avenue flagship, which has been christened the Landmark.