Reed Krakoff’s Tiffany is now pivoting its attention to the left ring finger.
The jeweler, which attributes a quarter of annual sales to ceremonial or wedding jewelry, has unveiled Tiffany True — its first new engagement ring style nearly 10 years, and the inaugural one to be designed by Krakoff.
The simple solitaire style features a minimal “T” motif along the setting and includes a new original cut of white diamond, which is engineered for maximum brilliance. The Tiffany True setting is also offered in yellow gold with a cushion-cut yellow diamond.
Krakoff said the style sits well within his aesthetic concept for Tiffany because, “these collections share a belief that luxury does not equal formality, and should be designed for the every day. Tiffany True is a modern and understated approach to important jewelry with a discreet T motif and lower setting profile for ultimate wearability.”
As Millennials begin to consider alternative engagement rings and stones, Krakoff stood by the diamond solitaire in the interest of brand continuity. “The original six-prong Tiffany Setting was introduced in 1886, and remains our most-coveted design today. With its clean lines and refined details, Tiffany True is poised to become a yet another icon,” Krakoff said.
Tiffany True is not solely an engagement ring line, and includes simple band rings and link bracelets that utilize the same simple T motif in a repetitive form. Both are also intended as ceremonial jewelry — furthering Tiffany’s commentary on modern relationships and their many forms.
The jeweler gained praise in 2015 upon releasing its “Will You?” campaign, which featured a same-sex couple mid-proposal. This inclusive attitude was reprised in Tiffany’s 2018 “Believe in Love” campaign. A second “Believe in Love” campaign will be released next month, featuring the Tiffany True collection.
Tiffany True is Krakoff’s third major rollout for the jeweler, following a home collection as well as the Paper Flowers fine jewelry line. Tiffany’s annual Blue Book high jewelry collection, revealed next month, will be Krakoff’s next big initiative.