STYLE Edit: Reed Krakoff brings new inspiration to Tiffany & Co.
The chief artistic officer wants to create jewellery that clients can integrate into their daily life in an individual style
Luxury veteran Reed Krakoff has brought a fresh perspective to Tiffany & Co. since he took over as chief artistic officer of the American heritage maison in February 2017.
Krakoff had been in the design trade for more than 25 years before his venture into high jewellery. The Anne Klein, Ralph Lauren and Coach alumnus has won Accessories Designer of the Year three times at the prestigious CFDA Awards.
His first jewellery collection for Tiffany & Co, The Paper Flowers collection, was launched this year and draws inspirations from flower petals, cut from paper and pinned together. The collection consists of fine and high jewellery pieces, and highlights “American luxury”– the modernity and elegance of contemporary tastes.
We sat down with the design maven to discuss his vision for the storied maison.
Q. Tell us about your vision for Tiffany & Co.
A. Tiffany & Co. is a company that I have always wanted to be a part of, and it’s a brand that I have loved for as long as I can remember. And it just seems like a place that is ready for the next chapter. It’s filled with potential and amazing history but also [wonderful] opportunities for the future.
My main goal is to redefine high jewellery – what it [means] today. It’s the idea of having something as everyday luxury. Tiffany & Co. is [about] that American luxury which is effortless and personal as opposed to luxury that’s very formal.
Q. What were the first things you did when you joined the company?
A. I spent a lot of time [going through] the archives. But I was careful not to be bound by it.