Tiffany pilloried for ‘everyday objects’ collection that includes $1,000 tin can

Tiffany&co Everyday Objects collection transforms utilitarian items into handcrafted works of art. A classic tin can is upgraded in sterling silver and shining vermeil.

Tiffany EveryDayObjects Collection

Photograph: Tiffany

 


Powered by Guardian.co.ukThis article titled “Tiffany pilloried for ‘everyday objects’ collection that includes $1,000 tin can” was written by Anna Livsey, for theguardian.com on Wednesday 8th November 2017 01.13 UTC

Luxury jewellery brand Tiffany & Co has been mocked online over its exorbitantly priced new home collection, titled Everyday Objects, which includes a $1,000 sterling silver tin can.

The collection, which the jeweller claims “transforms utilitarian items into handcrafted works of art”, boasts items such as a $9,000 sterling silver ball of yarn, a $425 walnut and silver protractor, a $1,500 set of walnut and silver “building blocks” – which look very similar to Lego – and a $300 yo-yo.

Tiffany’s chief artistic officer, Reed Krakoff, said of Everyday Objects: “What makes the collection unique is that it incorporates the best quality, craftsmanship and design with a level of functionality that allows you to use these things every day”.

But Twitter users were less than impressed, with the “tin” can in particular prompting a particularly virulent response.

And while some took it as a sign of a broken economic system, others saw the collection as a portent of good times to come.

The attention-grabbing collection, which has been released just in time for Christmas, may turn out to be a cunning PR move for the brand, which has been experiencing flagging sales.

In 2016, the company recorded an annual drop in worldwide sales and earnings and made headlines when it claimed protests against Trump’s election win were discouraging people from shopping at its iconic Fifth Avenue flagship store in New York.

The brand also made the news at this year’s US presidential inauguration when the first lady-elect, Melania Trump, brought a gift encased in a Tiffany & Co box for the Obamas, in a move that was out of step with tradition.

In its 2016 annual report, Tiffany & Co said it was pursuing strategies that it expected would drive sales, earnings growth and long-term shareholder value, including increasing the rate of its new product introductions and innovations.

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