The Atrium Of Love And Hope: Tiffany’s Got Some Good Deeds Up Its Sleeve

Photo by __ drz __ on Unsplash

Put your hands together for US jewelry brand Tiffany & Co. –  a good deed like this doesn’t come by every day!

To make the industry more equitable and inclusive, Tiffany & Co. has launched Tiffany Atrium, a social impact platform that provides opportunities for historically under-represented communities.

The 3 pillars of the platform will be creativity, education, and community spirit.

Social Sparkles

To mark the launch of Atrium, the jewelry house has partnered with American visual artist and community-builder Derrick Adams.

Adams will design an original artwork entitled ‘I Shine, You Shine, We Shine,’ which the Tiffany Atrium logo is derived from.

The online art marketplace Artsy will auction the artwork with 100% of the proceeds to benefit the artist retreat.

Tiffany is also on the lookout for creative minds. An apprenticeship program for 8 apprentices who will be identified through LVMH’s Métiers d’Excellence Institute (ME Institute) and New York State Craft Apprentice Program for a 2-year rotational program at the brand’s core facilities was also launched.

The brand pledged $2 million to the About Love Scholarship Program (launched in September 2021) in partnership with the Shawn Carter Foundation and BeyGOOD, the respective foundations of rapper Jay-Z and singer Beyoncé, Tiffany’s ambassador couple.

Breadcrumbs…

Tiffany & Co. was acquired by French luxury group LVMH in January 2021 for $15.8 billion. Since then, it has been wanting to get a makeover for its brand image.

Last May, the US jewelry brand, which operates over 300 stores worldwide, also opened a Parisian pop-up store right in front of the mega-flagship of Christian Dior, one of LVMH’s heavyweight labels.

Too long? Here’s a one-liner: US jewelry maker Tiffany & Co. launches Tiffany Atrium, a new platform for social change to help advance opportunities for underrepresented communities.

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