By  on October 17, 2007

NEW YORK — Tiffany & Co. wants its little blue box to mean more things to more people.

The firm announced plans today to roll out up to 70 stores in a new 2,000-square-foot format. The working title of the new initiative is Tiffany & Co. Collections.

The stores will be aimed at women who purchase for themselves and will feature women’s jewelry, but will not include engagement and statement jewelry. Items in the store will be priced from just under $100 to $15,000.

“We believe there is a much larger Tiffany universe,” Michael J. Kowalski, chairman and chief executive officer, said in an interview. “[The stores have] a more modern design that will allow us to showcase jewelry, so you can interact with it and explore.”

The first location has yet to be determined, but is expected to bow in 2008.

In 2002, the jewelry firm launched a 5,000-square-foot store concept. The new format will lead to a total of 170 Tiffany doors in the U.S.

Earlier this month, the firm opened the doors to a store in downtown Manhattan at 37 Wall Street.

For complete coverage, see Thursday’s issue of WWD.

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