Tiffany & Co. launches social impact platform
On July 27, US jewellery brand Tiffany & Co. announced the launch of Tiffany Atrium, a social impact platform featuring initiatives aimed at making the industry more equitable and inclusive.
Defined as “a social impact platform that provides opportunities for historically under-represented communities,” Tiffany Atrium is built around three mainstays: creativity, education and community spirit.
“We are thrilled to introduce the Tiffany Atrium platform, creating a centralized hub for our continued journey in the worlds of diversity, equity and inclusion. At Tiffany & Co., we have a responsibility to enact positive change in our world. Tiffany Atrium will allow us to streamline and scale the necessary processes in doing so,” said Anthony Ledru, CEO of Tiffany & Co., in a press release.
In the autumn, Tiffany Atrium’s educational initiatives will begin with the Tiffany & Co. apprenticeship programme, which will allow eight apprentices recruited through LVMH’s Métiers d’Excellence Institute and the New York State Craft Apprentice Program to follow a two-year training scheme in some of Tiffany & Co.’s leading jewellery ateliers. The apprentices will be selected among “historically under-represented communities, to build an inclusive talent pool,” said Tiffany.
Another programme, run in partnership with the Historically Black Colleges and Universities (HBCUs) is aimed at developing educational and professional opportunities for students in the fields of creative arts and communications, in universities that have historically attracted a majority of black students.
It takes the form of a $2 million (€1.9 million) support fund for the About Love Scholarships, a programme launched in September 2021 in partnership with the Shawn Carter Foundation and BeyGOOD, the respective foundations of rapper Jay-Z and singer Beyoncé, Tiffany's ambassador couple.
The initiative will be complemented by a partnership with Harlem’s Fashion Row to support the HFR ICON 360 HBCU Summit at North Carolina’s A&T University, which aims to develop art and fashion courses in HBCUs in North America.
Since it was acquired by French luxury group LVMH in January 2021 for $15.8 billion, Tiffany has been revamping its brand image to rejuvenate the customer base. Last May, the US jewellery brand, which operates over 300 stores worldwide, opened a Parisian pop-up store in avenue Montaigne, right in front of the new, fully renovated mega-flagship of Christian Dior, one of LVMH’s heavyweight labels.
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