Commerce pivot story / founded 1837
Tiffany & Co. pivot story
A stationery shop became a jewelry symbol.
Stationery -> blue box luxury
Before
Stationery and fancy goods.
to
After
Fine jewelry and luxury goods.
The pivot story
Tiffany shifted upmarket over time, becoming known for diamonds, jewelry design, and the iconic blue box.
Why it worked
It built trust, taste, and ritual around gifting and luxury.
Known for
Jewelry
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