Tiffany & Co.'s Slogans & Taglines

Tiffany & Co. is an iconic American luxury jeweler founded in 1837 by Charles Lewis Tiffany and John B. Young as a New York City stationery and fancy goods emporium. Charles Tiffany took sole control in 1853, pivoting the brand toward fine jewelry. The 1886 debut of the Tiffany® Setting—a six-prong solitaire diamond ring that maximizes light reflection—revolutionized bridal jewelry and remains the industry standard. The brand’s identity is inseparable from its trademarked robin’s-egg Blue Box®, a symbol of elegance recognized worldwide. Its slogans have evolved from the heritage motto “Beautiful design makes a beautiful life” to romance-focused claims like “True love grows” and the provocative 2021 LVMH-era campaign “Not Your Mother’s Tiffany,” reflecting its bid to attract modern self-purchasers. Core offerings span high jewelry, sterling silver, engagement rings, timepieces, fragrances, and home accessories. Now part of LVMH since 2021, Tiffany continues to balance nearly two centuries of craftsmanship with contemporary relevance.