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Luxury: Timeless Tiffany

Long venerated for its exclusive designs, Tiffany now enjoys mass appeal for its expanding stable of luxury goods
Ettagale Blauer
From the Print Edition:
Bo Derek, Jul/Aug 00

(continued from page 3)

Though the global expansion has brought Tiffany's wares within the reach of millions, it is the Fifth Avenue store that still provides the most visible symbol of the company's success. Under Chaney, the Manhattan building had been sold during the height of New York's real estate boom. Last fall, the 10-story flagship building was repurchased by Tiffany, from the Daiichi Real Estate Co. of Japan for $94 million ($29 million more than Tiffany got in 1984), and it continues to attract a steady stream of customers and gawkers each year. In its gleaming showcases, the luxury-goods maker has managed the Herculean task of maintaining its name brand while promoting the names of its designers. And in spite of Tiffany's formidable reputation, some of its creations, such as key chains, are very modestly priced, allowing almost anyone to leave the store bearing one of those little blue boxes.    

Ettagale Blauer is the author of African Elegance (Rizzoli).

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