By  on October 27, 2008

Tiffany & Co. is putting its contemporary foot forward with a new smaller retail format that opened Friday at the lifestyle center Americana at Brand in Glendale, Calif.

The 2,600-square-foot store spotlights Tiffany pieces in a comfortable, airy environment meant to exemplify the opposite of buttoned-down selling. Customers are encouraged to try on the jewelry, with entry and middle price points ranging from $80 to $42,000 and averaging $200 to $5,000. Engagement rings and statement pieces, the steepest-priced category, aren’t available.

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