Tiffany makes play for female empowerment with HardWear collection
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Tiffany makes play for female empowerment with HardWear collection

Tiffany & Co. is putting female empowerment at the heart of its latest stunning jewelry line: the HardWear collection. Fronted by the outspoken music icon Lady Gaga, and already visible on fashionable celebrities like Kate Mara, Scarlett Johansson, and Zoë Kravitz, this jewelry is designed specifically to appeal to young women who want to look good for themselves, not just to please a partner or the public.

Tiffany & Co.’s share price is up by 23%, year to date


SOURCE: Yahoo Finance

Spokesperson Gaga, who was featured on the new line’s reveal at the Super Bowl, said “we created something that was classic, but that still had a little bit of an edge. I think a woman can buy herself jewelry and put it on with dignity. That you earned it.”

Making a play for female empowerment and catering to the aesthetic taste of women themselves is not just socially acceptable – it is a sensible business move. As financial inequality between the genders recedes, women have as much money to spend on jewelry as men – meaning they are in a position to buy it for themselves.

Gaga sees empowerment as the key message behind the collection: “Oh, it’s pretentious to talk about, you know, how creative you are. I don’t feel that way at all. I think it’s empowering and important.”

She also thinks Tiffany’s is the right company to put out the jewelry, saying: “You’re born knowing that Tiffany’s is the best. You know that you will have a truly special moment if you go to the Tiffany’s store and look into those windows.”


Dominion holds Tiffany & Co. in its Global Trends Managed Fund.

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