NEW DOCUMENTARY ABOUT TIFFANY’S TO OFFER A BEHIND THE SCENES LOOK AT THE ICONIC BRAND
ISRAELI DIAMOND INSTITUTE
Tiffany's in NYC (Image: Littleny/Shutterstock)
Crazy About Tiffany’s, a new film by docu-director Matthew Miele, is the first authorized film to cover the luxury brand’s history as it went from simply a jewelry store to a global phenomenon.
According to the National Jeweler, the 87-minute documentary shows viewers how jewels are conceived by Francesca Amfitheatrof, Tiffany’s first female design director. The film includes interviews with the people behind the brand and celebrities who love it. It also focuses on the Tiffany family and looks at how the brand’s master craftsmen create their designs.
Crazy About Tiffany’s was released on February 19. You can watch a trailer here.
I recently saw the documentary Crazy About Tiffany’s by Matthew Miele at Hot Doc cinema in Toronto. It was an excellent brand profile that included the history of the brand, designers and creative directors, the special Pantone 1837 that is a heavily guarded secret and of course the celebrities associated with Tiffany.
I enjoyed learning about Gene Moore an innovative window designer at Tiffany. He would break crystal glasses and unstring pearls all in name of creating dynamic, interesting and ground-breaking window displays.
It also went into the detail about the deal with Paramount pictures for Breakfast at Tiffany’s. Audrey Hepburn was required to promote jewellery for the brand in exchange for using the store in the film.
I enjoyed the behind the scenes glimpses of artisans setting diamonds and sapphires in a bracelet. The Creative Team working on the blue book and watching it come to life. As well as the making of the Lombardi trophy. Who knew that was Tiffany’s?
I’m proud to say I own 2 pieces of Tiffany jewellery. I have an Elsa Peretti initial “L” and Somerset diamond ring. Both are cherished pieces and they are stored in their lovely Tiffany blue sleeves when I’m not wearing them. Wish list – The bottle pendant that holds a tiny flower and the T ring!
Tiffany Blue, an iconic color; mixed and standardized by Pantone, the color authority
February 19, 2016 saw the launch of a documentary about Tiffany & Co., entitled CRAZY ABOUT TIFFANY'S. The film traces the Tiffany story from its origins with the Tiffany family to the modern day globally desired brand including the story behind the iconic Tiffany Blue color as defined by the Pantone Color Institute’s custom color program. At its core, CRAZY ABOUT TIFFANY'S captures both the artistry and fearlessness that has enchanted the world for over 150 years. Learn more about the story of Tiffany & Co below and the power of their iconic color, and how Pantone defined it, in this video.
Also, read a brief interview below with Laurie Pressman, VP Pantone Color Institute, about this globally recognized brand color.
What does Tiffany Blue say about the brand? What is the consumer supposed to feel?
The color known as Tiffany Blue was selected by founder Charles Lewis Tiffany for the cover of Blue Book, Tiffany’s annual collection of exquisitely handcrafted jewels. At times referred to as robin’s-egg blue or forget-me-not blue, Tiffany has turned their distinctive shade into an international icon of elegance and sophistication. From the moment you set your eyes upon Tiffany’s cool and fresh aquatic blue shade, a color that speaks to vibrancy and escape, you are immediately transported into a world filled with luxury and delight.
How important is color for a brand expressing their image?
With 80% of our human experience filtered through our eyes, visual cues are vital to successfully getting a message across. More than text or shape, the color a brand chooses is its calling card. Color is a signifier, one that commands our attention, and enables companies to establish a brand identity that can become larger than life. It’s crucial when making color decisions for your brand or product to consider how your shade will broadcast the image of the company. As each color has its own message and meaning, the more you learn about this critical design element, the more you will be able to leverage its powerful effects.
When was Tiffany Blue standardized by Pantone?
We first began working with Tiffany in 2001 when they approached us to standardize their iconic shade in order to ensure that no matter where you were in the world, no matter the medium the color was reproduced in, it would be instantly recognizable. The custom color we created for Tiffany is called “1837 Blue”. It was given this name as the year 1837 marks the founding of Tiffany.
We have worked with hundreds of companies, and some individuals as the documentary highlights, creating and defining their signature brand colors. As these are custom projects, our clients can brand and name their colors, as defined by a PANTONE custom ink formulation, however they choose.
More about CRAZY ABOUT TIFFANY'S
Tiffany & Co. has captured the aspirational dreams of the world with its legendary jewels, signature blue box, and timeless sophistication. From past to present, unveiling the behind-the-scenes characters and the clients beholden to its charm, CRAZY ABOUT TIFFANY’S is the first, fully authorized documentary capturing how a simple jewelry store has woven itself into pop culture to become a global phenomenon.
This captivating glimpse will take us from the moment each jewel is conceived by the first female Tiffany Design Director, Francesca Amfitheaterof, to the Tiffany-designed trophy hoisted at the Super Bowl, and to the jewel-adorned Oscar red carpet in Hollywood.
Whether the film is focusing on the origins of the Tiffany family, following the priceless Tiffany Diamond to China, or documenting how master craftsmen hand make a classic Jean Schlumberger design, CRAZY ABOUT TIFFANY’S captures both the artistry and fearlessness that has enchanted the world for over 150 years.
Tiffany’s is one the most iconic brands in the world.
Not only has the famous jeweller been responsible for much more than just fancy bling, but as we see in a new movie, Tiffany’s has influenced everything from the American dollar bill to the New York Yankees logo and practically invented the “engagement ring”.
Crazy About Tiffany’s attempts to explore how Tiffany & Co. “has captured the aspirational dreams of the world with its legendary jewels, signature blue box, and timeless sophistication.”
With exclusive interviews with the likes of actors Jennifer Tilly and Jessica Biel (as well as filmmaker Baz Luhrmann and journalist Katie Couric), the film captures how a simple but elegant jewelry shop in New York City has interwoven itself into pop culture.
As noted on the film’s website, “this captivating glimpse will take us from the moment each jewel is conceived by the first female Tiffany Design Director, Francesca Amfitheaterof, to the Tiffany-designed trophy hoisted at the Super Bowl, and to the jewel-adorned Oscar red carpet in Hollywood.”
Opening today in Toronto, the movie may cater mostly to a select audience but as one recent review noted, Tiffany’s “has a few interesting bits, but mostly it is a hymn to extravagant living.”
To watch the trailer for CRAZY ABOUT TIFFANY’S, view below:
Few names convey luxury and glamour like Tiffany. Just the sight of that Tiffany blue box with its black logo is enough to send women all-around the globe into a complete frenzy. At just two decades shy of being two centuries old, it's no stretch of the imagination to define it as a veritable American fixture both culturally and socially. Songs have been written about the brand and entire films have been dedicated to its existence in the marketplace—none more famous than the 1961 cult classic Breakfast at Tiffany's. A new documentary about the history of the iconic brand and our obsession with it hits theaters (and Video On Demand) today, aptly titled Crazy About Tiffany's.
The documentary's director, Matthew Miele, is no stranger to deep diving into the stories of the world's most beloved brands, as his Scatter My Ashes at Bergdorf's documentary chronicled the rise of that luxury retailer and the fascination surrounding it. Tiffany & Co.'s entire timeline from its start as an upscale stationery store in 1837 founded by Charles Lewis Tiffany and John B. Young to its present as a red carpet and engagement mainstay is covered. Other important moments touched upon are the invention of the first mail-order catalog in 1845 which we now know as the "Blue Book", as well as one juncture of particular significance: the creation of the modern-day engagement ring in 1866.
In the film, a sales clerk even gives us a glimpse of an engagement ring priced at $923,000: the likes of which we've seen on the fingers of many of our favorite Hollywood starlets. At the foundation of Tiffany is aspiration—whether you're in a relationship and awaiting a proposal from your significant other or wishing to buy a piece for your own personal collection.
Photo: Courtesy of Getty Images
The documentary is indeed star-studded, with Jessica Biel, Katie Couric, Baz Luhrmann, and Rachel Zoe among the slew of stars weighing in on their love for the blue box brand and personal anecdotes about wearing its jewels. Jessica Biel shimmered and sparkled at the 2014 Academy Awards in diamonds from the brand and in the film, she picks out her pieces for the momentous awards show alongside stylist Petra Flannery.
Its prominence in a slew of our favorite films and television shows centering around love and weddings also get nods including The Great Gatsby, Friends, Bride Wars, and Sex and the City. Sweet Home Alabamadirector Andy Tennant discusses the proposal scene between Reese Witherspoon and Patrick Dempsey filmed in the brand's flagship store on Fifth Avenue: a much fancier act than originally intended, as they decided to ultimately film it after-hours for a more exclusive feel.
This is definitely a must-see for anyone who loves fashion, glamour, and weddings, though it isn't restricted to just those topics. The company is one that is recognized and revered all around the globe, so much of the film is about branding and how great minds came together throughout the decades to elevate it to its current level of prestige. It edges out at a little under 90 minutes, so you can definitely take a break from your Netflix binging, throw on a face mask and get to know Tiffany & Co.
Tiffany & Co. has been around for nearly 180 years, and as Matthew Miele—director of the new documentary Crazy About Tiffany's—points out to mental_floss, it continues to be one of America's most iconic brands. Much like in his 2013 documentary, Scatter My Ashes at Bergdorf's, Miele sought to bring the history and cultural relevance of this quintessential luxury brand into focus. "Both Tiffany and Bergdorf's are so cultivated and finely honed with their images, colors, fonts, and ubiquity," Miele says. "Their relevance maintains because they refine their image every week. They are both so attuned to the changing times and shifting attitudes that they always stay 12 steps ahead."
Crazy About Tiffany's—named for Holly Golighty's famously fawning line in the movie that has become synonymous with the store—is out in select theaters and on VOD today.
1. TIFFANY’S OWNS THAT SHADE OF BLUE.
In the 1850s, right around the time Tiffany’s opened its first Paris location, founder Charles Lewis Tiffany foresaw a huge trend and jumped on it early. France’s Empress Eugénie, who was the leading fashion icon of her day, had chosen a shade of light blue as her official color. Tiffany, realizing that hue would soon be an international sensation, immediately made robin’s egg blue its company-wide branding color. The bold, pretty tint became known as Tiffany Blue, and more than a century later, Pantone patented that specific shade for Tiffany’s. The exact formula is a closely guarded secret, but the name—Pantone No. 1837—is a nod to the company’s founding year. "It is a remarkable thing to have trademarked so long ago," Miele says, "and an even greater feat to keep its recipe a secret."
2. CHARLES TIFFANY INVENTED THE MAILED SHOPPING CATALOG.
Think the first mail-order catalog was an old Sears, Roebuck & Co. one? Nope; Tiffany’s Blue Book predates Sears, Roebuck’s Big Book by nearly 50 years. Charles Tiffany started sending out his mailer in 1845, and the book has become a way to advertise the company’s rarest and most exclusive jewels, as well as to introduce new collections in their fashion jewelry and watch lines.
3. ONLY TWO WOMEN HAVE EVER WORN "THE TIFFANY DIAMOND."
In 1878, Charles Tiffany bought an enormous, rough yellow diamond. Once cut into its classic cushion-shape brilliant, the stone weighed in at an impressive 128.54 carats, and his owning it solidified Tiffany’s reputation as the world’s premier jeweler.
The Tiffany Diamond has only been set in new pieces five times, and only worn twice. Once by lucky Newport socialite Mrs. Sheldon Whitehouse at a 1957 fundraising ball co-sponsored by Tiffany’s (Mrs. Whitehouse was chairwoman of the event), and the second time by Audrey Hepburn. While doing negotiations with Paramount to film 1961’s Breakfast at Tiffany’s in its flagship store, Tiffany’s was granted a photo shoot with Hepburn modeling a number of jewels—including the Jean Schlumberger-designed Ribbon Rosette necklace. Since then, the stone has been reset in one of Schlumberger's classic Bird on a Rock settings [PDF], and in its current necklace mounting.
4. TIFFANY'S INVENTED THE MODERN ENGAGEMENT RING.
Before the diamond boom of the late 1800s, simple or engraved engagement rings were more common—if a ring was given at all (the Puritans had a practice of giving thimbles, which were considered more practical and didn't give into the vanity of jewelry). When diamonds were used, the bezel setting, which kept the stone low and flat in the hoop (think of a signet ring design) was most popular. Then Charles Tiffany decided to show off the brilliance of his diamonds. In 1886, he raised the diamond off of the ring's hoop, creating the six-prong mounting that is now ubiquitous with solitaire engagement settings.
5. NEW YORK'S GRAND CENTRAL TERMINAL HAS THE WORLD'S LARGEST TIFFANY CLOCK.
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Louis Comfort Tiffany (Charles's son) was trained in painting and glasswork, and expanded the family business with his much-sought-after lamps, chandeliers, and stained glass, first with his own glassmaking firm and then later as the first Design Director at Tiffany & Co. (The hard-to-please design genius Steve Jobs was such a fan of Louis Tiffany's work that he once took his entire Macintosh team to a Tiffany exhibition for inspiration on how to mass-produce great art.) But some pieces that Tiffany designed were one-of-a-kind, like the enormous clock he made for Grand Central Terminal in 1914. The clock—with its vibrant red and white Roman numerals and blue and yellow sunburst design—still has all of its original gears and parts, is still accurate, and is the largest example of Tiffany's glasswork in the world.
6. TIFFANY'S CREATED THE FAMOUS NEW YORK YANKEES INSIGNIA.
"One of the smallest but most profound details I enjoyed discovering was their design of the most famous insignia in sports," Miele says. He's talking about the interlocking NY that the Yankees have used for a century. Back in 1877, Louis Comfort Tiffany designed and created a silver-plated medal of valor to be given to New York's first police officer injured in the line of duty, and the 'NY' insignia connected the medallion to the pin. One of the Yankees' first team co-owners, William Devery, was also New York City's first Chief of Police, and thus would have been aware of the design. It first appeared on Yankees uniforms in 1909, and has been a staple of the pinstripe look ever since.
7. THE SONG "BREAKFAST AT TIFFANY'S" DEFINITELY WANTED TO CAPITALIZE ON THE NAME.
Songwriter Todd Pipes and his band Deep Blue Something were very calculated when it came to writing their one big hit. "I thought if I could get that phrase 'Breakfast at Tiffany's' into a song, that people might like it," Pipes says in the film. "It's a weird song. There's almost nothing poetic about it." It worked though. Between the song's catchy melody and its invoking of a beloved movie and brand, not only in the lyrics but in the video (the band all meets for a champagne breakfast in the middle of Fifth Avenue right outside Tiffany's, and near the end, an Audrey Hepburn lookalike gives the group a prolonged glance on her way down the street), this 1995 single was the band's only song to chart on the Billboard Hot 100.
If there’s ever a place to really enjoy a Danish and a coffee, it’s outside the shining windows of Tiffany’s. Audrey Hepburn’s Holly Golightly knew it in Breakfast at Tiffany’s, the iconic film that arguably turned the centuries-old jewelry powerhouse into a household name. But that’s hardly the most impressive accolade on the gem giant’s resume. (Let’s not forget, they own a shade of blue—Pantone No. 1837, to be exact.)
Why exactly is the world so infatuated with Tiffany & Co.? A just-released documentary, Crazy About Tiffany’s, explores the answer to that very question. The company’s storied history is intricately detailed, from inventing the modern-day engagement ring (Tiffany Setting) to sourcing its infamous yellow diamond. A-listers like Fran Leibowitz, Katie Couric—who threw a Tiffany-themed 50th birthday bash—Baz Luhrmann, Jessica Biel and Rachel Zoe also weigh in on what makes patrons swoon over pieces inside those little blue boxes.
Below, check out 10 little-known facts about Tiffany & Co.
1. Charles Lewis Tiffany and John F. Young founded the company in 1837 as Tiffany & Young. It originally began as a stationery and fancy goods store with a $1,000 advance from Tiffany’s father.
2. When the French monarchy was overthrown in 1848, Young purchased a selection of the crown jewels, as well as a jewel-encrusted corset believed to belong to Marie Antoinette.
3. During the Civil War, Tiffany produced thousands of ceremonial swords.
4. The storefront on the corner of Fifth Avenue and 57th Street in Manhattan has been the flagship location since 1940.
5. The largest Tiffany clock in the world—about 13 feet in diameter—resides at the top of Grand Central Terminal.
6. They were the first company to create a mail-order catalogue (Blue Book) in 1845.
8. In 1885, Tiffany redesigned the Great Seal of the United States, which appears on the one-dollar bill.
9. A Tiffany Blue Box (that term is trademarked, too) is only provided with the purchase of merchandise.
10. The Tiffany Diamond—a 128.54-carat fancy yellow diamond—is one of the largest to ever be discovered. It currently resides inside the NYC flagship store.
Tiffany & Co. Documentary Releases Today [Fashion Times] Director of popular fashion documentary Scatter My Ashes At Bergdorfs, Matthew Miele, has directed a new fashion film on fine jewelry brand Tiffany & Co titled Crazy about Tiffany’s that is set to release in select theaters today.
Gucci is Growing Once Again [Vogue UK] A look at the dramatic improvement of Gucci’s sales, thanks to the hiring of Alessandro Michele, who’s at the helm of the Italian fashion house.
Jesus (in Biblical drama Risen) and Satan (in horror indie The Witch) face off this weekend at the box office. And with Easter just around the corner, too! As always, here's what our reviewers recommend:
(SR)=Specialty Release
The Good
Embrace of the Serpent(SR): “Even though Embrace of the Serpent’s sometimes violent and frequently otherworldly journey up a jungle-bounded river can’t help but echo Coppola and Herzog, Guerra pursues his own path in striking fashion.”
Crazy About Tiffany’s(SR): “Tiffany & Co., like Bergdorf Goodman across the street in Manhattan, is an obsession for many and, like that other store, is the subject of a documentary which is by far superior and a whole lot more fun than the director’s previous Scatter My Ashes at Bergdorf’s.”
Born in Flames(SR): “The U.S. premiere of the newly restored Born in Flames gives us all an opportunity to reassess this indie classic.”
Snowtime(SR): “The movie, fortunately, doesn’t succumb to the frenetic busyness that drives a lot of animated features… The film’s humor and hijinks are aimed at viewers in the 6-10 age group—dog farts and brain freeze get their share of screen time. But, in the tradition of classic family fare, the story also delivers an unexpectedly sobering life lesson.”
Colliding Dreams(SR): “Delivers an admirably balanced and comprehensive account of its important subject.”
The Blah
Race: “Serviceable instead of inspired, the movie will perform decently thanks to the magic of Owens' name.”
The Witch: “A drama marketed as a horror movie, The Witch is sober, intelligent and not at all the kind of eerie creepshow its poster suggests. Moviegoers expecting sexy spell-casting rather than history and hysteria will be disappointed.”
Risen: “Handsome and sober, Risen wraps the biblical story of Jesus Christ’s death and resurrection in what's essentially a police procedural. It's an interesting take but might be a difficult sell to the faith-based audiences most likely to be interested in the material.”
Forsaken(SR): “The movie is too visually lovely to forsake, but the predictable story and basic plot holes remain unforgiven.”
Rolling Papers(SR): “The first instances of legal purchases of marijuana in this country are seen through a journalistic lens in this very likeable, if a bit too superficial, documentary.”
The Ugly
No movies sufficiently terrible to earn them a spot in the dreaded “ugly” category came out this weekend. Merry Christmas!
Jeweler Tiffany & Co. is making its big screen debut with the release of the first fully authorized documentary about the “international obsession.”
“Crazy About Tiffany’s,” produced by Quixotic Endeavors, provides a look at both the brand’s inner workings and how its blue boxes have pervaded pop culture, from “Breakfast at Tiffany’s” to the popularization of the engagement ring. For Tiffany, opening its doors to a camera crew may help it capitalize on the aura that already surrounds its company, as consumers get to learn more about the New York-based institution.
Out of the box Two years ago, Tiffany tapped Matthew Miele, director of “Scatter My Ashes at Bergdorf’s,” for a documentary chronicling its history.
The documentary sheds light on how Charles Lewis Tiffany developed the brand following its inception in 1837 and then travel through pivotal moments in its history. Unlike social media followers, for example, audiences of a documentary have a higher tolerance for absorbing information, which gives Mr. Miele plenty of slack when capturing the brand’s lengthy background (see story).
A trailer for the film captures celebrities such as Jessica Biel and Katie Couric talking about their relationship and fixation on the brand. Other scenes show Francesca Amfitheaterof, the first female creative director of the house, developing new styles for the house to push its design aesthetic.
Crazy About Tiffany’s trailer
In January, distributor Gravitas Ventures acquired the film. Rather than limiting the release to theaters, the documentary is also available to rent or purchase via video on demand services such as iTunes, Vimeo, Tugg and Vudu.
At the release, consumers can also purchase a DVD or blu-ray copy.
Tiffany’s is one the most iconic brands in the world.
