On Tiffany, Netflix and Building a 21st century brand
Speaking to Jing Daily about Tiffany & Co.’s new Netflix partnership
By Amy Wakeham
Good cinema is no longer restricted to the silver screen. In recent years, Netflix has worked with leading directors to create award-winning films such as Roma (Alfonso Cuarón), The Irishman (Martin Scorsese) and Marriage Story (Noah Baumbach) that are streamed directly into viewers' front rooms.
The streamer’s new partnership with Tiffany & Co., the first of its kind, makes sense in this changing cinema culture of the 21st century, says Rachael Taylor in a new interview with Dan Hastings for Jing Daily.
The journalist, author and brand consultant has previously told the story of the brand in her book Tiffany & Co.: The Story Behind the Style.
Mia Goth wearing the Tiffany & Co. scarab necklace. © Netflix
“If we think about the everyday conversations we have with our friends, they’re much more likely to be about what we’re watching on Netflix than what a celebrity wore on the red carpet,” Taylor told Jing Daily. “Tiffany working with Netflix meets consumers where they are — on the sofa, streaming.”
The collaboration between the jeweller and the platform will first be seen in Frankenstein, the upcoming film by Guillermo del Toro, starring Mia Goth, Jacob Elordi and Oscar Isaac. Throughout the film 27 archival Tiffany pieces appear on screen, including a 1914 Favrile glass scarab necklace worn by Mia Goth. The pieces were chosen in close collaboration with del Toro, costume designer Kate Hawley, and Christopher Young, Head of The Tiffany Archives.
The partnership is mainly strategic, Taylor explains, with the aim of the jeweller becoming the “it” brand of the moment. “What it could do is make Tiffany part of the cultural conversation, securing relevance and engagement that could lead to more sales long term,” she says.
Recreations of the archival Tiffany & Co. pieces featured in Frankenstein are on display at The Old Selfridges Hotel until 9 November
Taylor also notes that the collaboration can be seen as part of a wider shift across the jewellery industry to tap into new markets and find new customers.
“Luxury brands aren’t expecting shoppers to seek them out in traditional spaces like red carpets,” she said. “They’re taking jewels into the spaces audiences already inhabit — streaming, social media and even gaming.”
Tiffany & Co. is marking the launch of the new partnership with a free exhibition, Frankenstein: Crafting A Tale Eternal, at The Old Selfridges Hotel in London from until 9 November. Visitors will be able to view recreations of the archival Tiffany & Co. objects from the film.
To read the full interview, go to jingdaily.com. For more information on Rachael Taylor’s brand consultancy, visit rachaeltaylorwrites.com/work/consultancy
Main image: Mia Goth wears an archival Tiffany & Co necklace in Frankenstein. © Netflix