If you talk to Tiffany also a communication campaign is a news. If then, for the first time, advertising choses as testimonial the master craftsmen of the House of New York, the news is double. No movie stars or models: the professors of jewel are the protagonists, who patiently carry the famous rings with the Tiffany Setting. It has six griffes, processing that enhances a diamond solitaire you usually see the work is finished, when the jewelry is in store. In addition to the press campaign, Tiffany made a video of 15 minutes, and a shorter than 1 minute, to see the processing stages. “In 1886 Charles Tiffany presented the Tiffany Setting, since then a symbol of love unique and special, and at the same time the memory of the strong heritage and reputation in the field of Tiffany nell’artigianalità and diamonds”, is the comment of Caroline Naggiar, chief marketing officer of Tiffany & Co. “There’s no better way to celebrate the 130th anniversary of this ring, which pay tribute to its creators.” The campaign I Will, as a promise of the highest quality, recounts the testimony of the master craftsmen who cut and polish diamonds and hand make every ring, according to an ancient tradition of excellence that has been passed down for over a century. The objective of the campaign is to emphasize the quality of the jewels: Tiffany does not use the 99.96% of diamonds in the world, because it does not meet the quality standards required.
