Tiffany & Co. has always been a name synonymous with luxury and elegance. Their new store at Yorkdale in Toronto is a testament to this. The facade, resembling a shimmering jewel, is inspired by diamonds in the rough, a nod to the brand's rich history and significance.

Design and Architecture

The newly renovated Toronto boutique was designed by renowned Tokyo-based architecture firm SANAA. It pulls inspiration from the company's so-called Landmark, the original flagship store on Fifth Avenue in New York. The 8,000-square-foot space feels intimate despite its size, with dedicated spaces for various specialties within the brand's jewelry offering. There's a high jewelry room dedicated to the creativity of artist Jean Schlumberger and an engagement ring salon.The exterior is adorned with 32,000 clear glass cubes, creating a mesmerizing effect. It's a sight that truly catches the eye and leaves a lasting impression.

Watch Collection

The revamped Yorkdale location also houses the only dedicated watch space for Tiffany & Co. in Canada. After stepping away from the watch category for a while, the company is now leaning back in. The watches carry a significant price tag, with an average of $10,000. They are designed to align with the brand's jewelry offerings, with each watch cut on every hour, like the HardWear collection."We're not going after the mass market. We're not interested," says Anthony Ledru, president and CEO of Tiffany & Co. "We want these to be fitting the jewelry, and the jewelry to be fitting the watches."

Archive and Schlumberger

Since the acquisition by LVMH in 2020, Tiffany & Co. has been emphasizing its archival work. Artist Jean Schlumberger plays a major role in this, with his creations being a major part of the brand's recent high jewelry collections."He was a surreal icon-maker. You look at what he's done, what he left to the company — 16 Stone (1959), Bird on a Rock (1965). Bird on a Rock, if I had to keep one piece on a desert island, I would take the Bird on a Rock," Ledru says. "We made the pendant with new functionalities, there's the flying bird versus just the bird on a rock, we did the bird on the pearl, the setting of the yellow diamond has changed."The emphasis on the archives is a "retour aux sources," a return to the company's roots. Everything they do today has to do with the past, and storytelling is their ambition.

Canadian Presence

With a history in Canada that spans more than three decades, Tiffany & Co. currently operates 10 stores across the country. The Yorkdale boutique is the crown jewel in their Canadian portfolio."We believe it's a cultural hub. We wanted to bring part of it into Canada," Ledru says. "We didn't want to copy The Landmark, we wanted to adjust with some of the codes of Canada..."Despite this, Ledru notes that the company may have a little less in the future. But the impact of their stores remains significant.Inside the reopened Tiffany & Co. boutique at Yorkdale, it's clear that the brand is committed to maintaining its status as a leader in the jewelry industry. With its unique design, focus on archives, and dedication to quality, Tiffany & Co. continues to shine.