Tiff | wordsandsentences

Tiffany & Co. quickly cemented itself as the go-to place for women in search of striking luxury jewellery and became the first American company to take on the British Silver Standard of using metal that was 92% pure, a standard that was later adopted by the U.S government. However, it was in 1867 that the brand achieved international recognition at the Paris World’s fair for their silver craftmanship.
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The diamond would soon become known as the Tiffany Diamond, and it’s Tiffany’s knowledge and love of rare diamonds that cemented the company’s reputation as one of the world’s finest jewellery brands.

Wholly taken from Rich Diamonds of Bond Street

Two thoughts:

1) Silver is not as valuable as gold

2) Diamonds may be forever, but its value certainly isn't. (especially not with the boom in lab diamonds, a fraction of the costs and no one can tell the difference)

So why continue selling it as just luxury?

(But first)

History of Diamonds

(part of)

A man presents his prospective bride with an engagement ring upon acceptance of his marriage proposal. Anthropologists believe this tradition originated from a Roman custom in which wives wore rings attached to small keys, indicating their husbands’ ownership.

In 1947, De Beers launched its now classic slogan, “A Diamond is Forever.” The durability of a diamond conveyed the meaning in the American psyche that marriage is forever. A diamond’s purity and sparkle have now become symbols of the depth of two people’s commitment to each other in practically all corners of the world.

Wholly taken from American Gem Society

Diamonds have been used as an engagement stone as early as 1477. However, provably throughout history again and again, marriages in the past were arranged primarily for property or kinship, not love. As such, lots of women were in weird/bad/terrible marriages. (Feel free to read any historical text globally where women can't vote, can't drive, can't have a bank account, can't get an education, can't get a job, can't do anything aside from staying home and giving birth, and can only do so with their husbands' permission.)

So, diamonds are pretty. The circumstances that follows however...not quite.

But, times have changed. And so should the context surrounding diamonds.

(Not a big fan of tennis bracelets
myself, but diamonds on an accomplished athlete is the start of the new context.)

Just like how diamonds are formed under high temperature and pressure, freedom for modern women came at a high price paid for by women in the past. This is the most freedom women have in human history (Unfortunately, still not for all women, and not the freest yet.)

Still, this is a height, a new feat, a new dawn, and it should be celebrated with the hardest, most durable gemstone with a high brilliance level birthed from Mother Earth herself - a diamond.

好不容易闯出一片天地，不应该有个留念吗？

Redefine Luxury

It's no longer just a lifestyle, it's a story, it's your history. Herstory, if you will.

这不是黑历史，这是我好不容易走过来的路。

(Full disclosure, I took this phrase from douyin :D)

The real luxury is freedom.

The freedom to choose.

The freedom to create.

The freedom to be whoever you want to be without needing to ask for permission.

The world is now yours, and this diamond is proof of that.

Now back to the two thoughts.

1) Redefine the story about wearing diamonds - a token of love from your partner to a token of love for yourself. It's a rite of passage, not because you're getting married, but because you're you and you've come so far.

Commemorate yourself with a gift that is 1 billion to 3.3 billion years in the making. All for you. Just for you. (Can't sell this love with lab diamonds made within 6 to 10 weeks, can you? At the very least it's not as poetic.)

2) You successfully sell a new narrative around diamonds, who cares if it's silver or gold?

You are your best love story

Print Ads

I can't draw, nor can I take photographs. Best I can do is describe.

- Her hands on the steering wheel, focus on her diamond bracelet.
- Playing sports (like tennis ;)),focus on her diamond bracelet
- In class, at work, focus on her diamond bracelet.
- At dinner by herself or with friends, focus on her (their) diamond bracelet(s).
- Trying on a suit, angle it so we can see a slight reflection in the mirror, focus on her diamond bracelet.

Basically anything a women can't do in the past but can now, celebrate with a diamond, focus on her diamond bracelet.

(This also means a new bracelet design is needed. Not tennis bracelet (expensive, not everyone likes something that bling-bling), but something more understated and classic, even better if the cut of the diamonds can be chosen. But I can't design jewellery, I can only help to judge which one looks good :D)

(Ahem)

(I have no idea who approved this, but this has such a simple fix.)

(I don't like this slogan either it's kind of confusing to me, but so are these prints. I have no idea what vibes they are trying to sell, but what do I know I don't work there)

Disclaimer: Everything on this page, except for the pictures and some paragraphs, are all from me. Any overlap with existing concepts, let's just call it a happy coincidence.

12/6/2025