February 2024 | Lab Grown Magazine

February 2024 | The Lab Grown Diamond Resource Book 20 Mailed to 24,000 Jewelers Monthly - To advertise call (888) 832-1109 | February 2024 21 pinning into 2024, CVD-style, this editorial focuses on how modern merchandisers convert a lackluster sales month into a powerful New Year profit starter. We’ll begin with LVMH’s Tiffany & Co. While this iconic retailer doesn’t presently offer LGDs, they’re a clear leader in engagement ring and diamond jewelry sales. Let’s learn how they’re remodeling and why unexpected “sales props” have been deployed within their European concept stores. Seating for Two "Minimalistic" isn't the first word most people think of when they hear the name Tiffany & Co. It's hard to frame a luxury retailer’s minimalistic mindset when you're seated below a half a million- dollar crystal chandelier. Updated Tiffany chairs lack armrests and are secondary to cushiony love seats. Testing overseas, the remodeled shops are airy and almost entirely off-white, except for their trademarked Tiffany blue color. Couples shop for engagement rings, so the new Tiffany shops offer unobstructed cushiony seating for two. Large enough to fit two individuals, yet small enough to make a couple feel instantly intimate. Eliminating chair arms is less formal and restrictive. Tiffany tables are also tiny. They're positioned to place your croissant or teacup upon... a marketing maneuver to lengthen a shopper's in-store time. That's why current Tiffany Blue Box Cafes are parallel to their jewelry stores. Or, if you're in one of their concept stores, a festive self-serve concession stand is featured. There are dozens of Tiffany & Co. remodeled stores throughout Japan, but now the legendary jewelry brand is opening a Tiffany Cafe in Tokyo with a new hallmark - Tiffany @Cat Street logo and merchandise. If Tiffany were to test LGDs, this inventive side brand would be the place to do it. An uncluttered off-white motif allows the Tiffany branded blue to resonate with shoppers at their new stores in London and Tokyo. Image: LVMH