Tiffany’s new design director, Francesca Amfitheatrof, is making her mark on the iconic brand with the launch of her first jewellery collection and talk of possibly changing the brand’s iconic packaging as well.
Amfitheatrof, who has just overseen the launch of her Tiffany T collection, told the September issue of US Vogue that she’s not afraid to make her mark by changing the famous blue packaging – at least temporarily.
“I might do limited editions, maybe in a pattern,” she said. “I do love a mixture of patterns.”
Launching her new collection, Amfitheatrof said the design pays tribute to the Tiffany name and the world’s great cities and their citizens.
“I wanted to create a symbol for modern life and its relentless energy that flows through New York and drives art and culture around the world,” she said.
“While I was designing Tiffany T, I had these global citizens in my mind, interesting, highly creative people who exist in every great world city.
“The strength of Tiffany T is appealing to these explorers, because this jewellery enhances an already vibrant personality rather than simply being decorative.
“This is just the beginning of what I hope to accomplish.”
Amfitheatrof joined Tiffany & Co. in September last year, bringing with her over 20 years of experience in the worlds of art and jewellery design, fragrance, furniture and interiors.
A trained jeweller and silversmith, Amfitheatrof has designed jewellery collections for Chanel, Fendi and Alice Temperley; jewellery and accessories for Marni; jewellery and silverware for Asprey & Garrard; and a men’s collection for Kauffman Stanley in Switzerland.