SHINING HOUR

We looked at the latest additions to the Blue Book collection, the unveiling of which is a tradition that Tiffany & Co. has been celebrating since 1845.

- HERVE DEWINTRE

Reed Krakoff, the new artistic director of Tiffany & Co., smiles as he unveils the new pieces of jewellery under the Blue Book collection.

The collection has been a passbook in which Tiffany & Co. has added its most unique pieces crafted using rare gemstones. With the dawn of the digital world, the concept of catalogues has no reason to exist. But the tradition has remained with the American jeweller.

Moreover, those passionate about jewellery attend the event every autumn with an uncontainable impatience to view this collection, which has continued to associate with famous names. On looking closer, we understand why most of these pieces have become legend in their own right. The unique thing about the Blue Book is that it is on display only in New York’s 5th Avenue boutique.

Reed seems to be absolutely at home at this boutique. “As a Chief Artistic office, I am responsible for every creative activity of the house. It is the first time that a post like this has been created in the history of Tiffany & Co. In the past, this role was divided between several people.”

Brand ambassadors, ad campaigns, the conception of all the collections, window displays, nothing goes unnoticed by the ever watchful and erudite gaze of this gifted artist who turns everything he touches to gold. The designer is so at ease at Tiffany & Co. that he shares several points in common with the jewellers of New York: the first and most important being the ability to bring together prestige and popularity.