Tiffany & Co’s new pop-up in Paris is hard to resist describing as a jewel box. With its circular rooms laid out like a couple of engagement rings or a drop earring, the boutique at 34 Avenue Montaigne serves as a mini museum and calling card for the American firm’s fine and high jewelry, as only gold and diamond baubles are available here.
Saturday marked the opening of the 650-square-foot space for a one-year residency. It used to be occupied by Dior Joaillerie, which moved into the Dior megastore across the street earlier this year.
Visitors wander through the archives, which are displayed under glass pyramids or in cases embedded in the walls and which display digital images and historical information. Upon viewing the jewelry set the eye is drawn to the densely stacked pearls, an unsigned design from Tiffany and Co. cofounder Charles Lewis Tiffany’s and JB Young’s heyday when they were selling fancy goods on Broadway in New York City as well as the elaborate gold charm depicting the Arc de Triomphe.
Retail prices for the items on display range from about 1,950 euros to 290,000 euros, and go higher for emerald rings and exceptional diamond necklaces. The window displays are entirely devoted to high jewelry items, symbolizing LVMH’s strategy to grow and refocus Tiffany’s jewelry business.