Dive Brief:
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In a move that opens up the bridal market to new audiences, Tiffany & Co. on Thursday introduced its first men's engagement ring, dubbed The Charles Tiffany Setting. The ring is named after Charles Lewis Tiffany, who founded the company in 1837.
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The first release of The Charles Tiffany Setting is available in platinum and titanium with round brilliant and emerald-cut diamonds up to five carats, according to company information sent to Retail Dive.
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The rings will be introduced at global Tiffany flagship stores this month.
Dive Insight:
When Charles Lewis Tiffany introduced the Tiffany Setting in 1886, it changed the trajectory of jewelry. Now the brand appears to be doing it again.
The original Tiffany Setting design, which lifted a diamond above the band rather than setting it so only the crown was visible, became famous "seemingly overnight," according to the company. The ring's six-prong construction highlighted a central diamond, which allowed it to pick up and give off light.
The company's first collection for men is inspired by that history but has been modernized for a new era. Instead of lifting a diamond above the band, a solitaire diamond is inlaid and is meant to signal "a bold new era of love."
Each diamond within The Charles Tiffany Setting is individually registered and newly sourced. Information regarding the diamond's region or countries of origin, as well as where it was cut and polished, graded and quality assured is available via sales associates and printed on a Tiffany Diamond Certificate. In 2019, the company began sharing the provenance of its diamonds, and in 2020 began disclosing each gemstone's craftsmanship journey as part of the retailer's Diamond Source Initiative for transparency.
In October last year, LVMH Moët Hennessy Louis Vuitton purchased Tiffany for $15.8 billion after the companies settled pending litigation when LVMH sought to back out of its original acquisition deal.
