Tiffany & Co. Bridging Luxury and Culture in Celebration of Lunar New Year
WRITTEN BY deborah Lau-Yu
IMAGES: The Fête Chinoise Team & COURTESY OF Tiffany & Co.
The Lantern Festival is always a great day to look back on two weeks of festivities and linger in the joy and sentiment of the new year. This year, Fête Chinoise worked with Tiffany & Co. to present the 15 days of the Lunar New Year on our social media channels, which highlight customs and traditions. With a discerning eye for design and culture, we have been observing all the beautiful ways Tiffany & Co. has been honouring the heritage of the Chinese community globally.
Founded in 1837, Tiffany & Co. has established itself as a global luxury powerhouse, revered for its extraordinary jewels, innovation, and craftsmanship. As Lunar New Year celebrations unfolded this year, the esteemed luxury jewellery brand stood out at the forefront of celebrating this joyous occasion with the Chinese community. With a fusion of tradition and elegance, Tiffany & Co. illuminates the Lunar New Year with exquisite offerings and meaningful client engagement, fostering deeper connections with customers and the wider audience of Tiffany & Co. admirers during this festive time.
Honouring Heritage & Culture
The 2024 Lunar New Year campaign launched with the house’s iconic jewellery collections and gift ideas that radiate joy, optimism, and prosperity. In the visual execution of the campaign, the brand elegantly incorporated the festive red and the iconic Tiffany Blue as the background and added a festive touch with patterns of bamboo and lattice, which are gentle nods to connect with culture. From the radiant Tiffany Lock to the exquisite HardWear pieces, the campaign showcases an array of offerings designed to elevate special celebrations.
sponsored by Tiffany & Co.
DESIGNING WITH RIGOUR: EMBRACING TRADITION & SYMBOLISM
Beyond its captivating jewellery, Tiffany & Co. does a beautiful job with festive gifting each year. Their lucky red envelopes are presented in a coveted Tiffany Blue Box, tailored to the spirit of the year, and in recent years, focuses on the designated zodiac sign. Each gift box is specially designed with motifs that honour tradition and Chinese culture and often has a special cultural object included as a feature inside the gift. In the Year of the Rabbit (2023), we were inspired by a wooden rabbit ornament with a ribboned edge that complimented the flowing design of the red pockets. In the Year of the Tiger (2022), each gift set included two special printing blocks that echoed the type block look of the envelopments, paying homage to the roots of printing and movable type which has roots in China. All of the thoughtful design reflects the brand's commitment to connecting with its customers and their cultural traditions.
This year, the brand went above and beyond expectations, presenting an intricate wooden candy box adorned with intricate carvings on the lid, paying tribute to the specific Wood Dragon year in the cycle. The candy box is a traditional element and staple in many Chinese households globally, symbolizing good fortune and prosperity. It is used to share auspicious and delicious candied fruits and nuts with visitors during the festival, to gesture good and prosperous wishes. Oftentimes a rather mundane object when it comes to design, Tiffany & Co. elevated the concept of the candy box with the choice of wood and tastefully intricate carvings. The meticulously crafted design of the majestic dragon also graces the brand’s lucky pocket envelopes that are presented with the gift box.
It is noteworthy that the wooden candy box demonstrates cultural authenticity, elegance and sensitivity, which goes layers beyond the surface of speaking to a Chinese audience. The effort underscores Tiffany & Co.'s deep understanding and appreciation of the community it serves, which is rare and requires a significant investment of time to achieve.
Cultivating Meaningful Connection
In Canada, Tiffany & Co. has embraced the spirit of the Lunar New Year by hosting two grand in-store events, inviting guests to indulge in the festivities. These events featured a special appearance by a Chinese traditional calligraphy master, who skillfully adorned red paper (fai chun) with auspicious dragon-themed messages in black ink, and a lion dance and dragon dance that always brings such great energy!
In Vancouver specifically, Tiffany & Co. was one of the first brands to make a splash for the Lunar New Year. They presented their high jewellery collection to their clients, paired with a delightful dinner at Quanjude Vancouver which has one coveted Michelin star. In Toronto, Tiffany & Co. hosted the festive cocktail party at their store and also hosted clients at our Fête Chinoise Signature Event, where they dazzled on the red carpet with diamonds from the brand.
The annual Lunar New Year campaign from Tiffany & Co. not only celebrates the beauty of luxury jewellery, it also serves as a bridge to connect with the Chinese community during this festive time.
With its unwavering commitment to celebrating cultural heritage and fostering connections, Tiffany & Co. has truly added to the Lunar New Year festivities in the Canadian landscape, spreading joy and inspiration to customers. From an editor’s eye and perspective, this momentum is exemplary and we hope that other brands globally will be inspired to dive deeper into the cultural stories and symbolism to produce truly memorable moments for customers, no matter what ethnicity or heritage is being celebrated!
In the spirit of the Lunar New Year, may we embrace the traditions and values that unite us. We celebrate the journey ahead with beauty, hope, and prosperity!
At our inaugural Vancouver edition, we welcomed the Year of the Dragon and the 9th edition of our Magazine in an unforgettable star-studded evening with almost 200 guests at Shangri-La Vancouver. We were delighted to support the Chinese Canadian Museum, who wheeled in their almost-100-year-old wooden dragon head for the red carpet, which guests were delighted to pose with.