Tiffany & Co.’s Anthony Ledru’s Focus on Brand Consistency to Evolve

Since joining Tiffany & Co. in 2021 following the company’s acquisition by LVMH Moët Hennessy Louis Vuitton, president and chief executive officer Anthony Ledru has shepherded the brand’s evolution by focusing on consistency.

“By staying true to our brand values of creativity, craft and joy and remaining deeply rooted in our heritage, we have elevated our positioning and expanded our global reach, restoring the brand to its original level of sophistication,” Ledru said, reflecting on the banner year at the brand, capped off by being receiving the 2025 WWD Honor for Jewelry Brand of the Year.

A key part of the transformation has been elevating the product and the overall client experience. “For instance, the remarkable growth in our high jewelry category is directly attributable to our focus on delivering exquisite client events, that only Tiffany could orchestrate, showcasing our exceptional design in vibrant cities like New York and Milan and forging invaluable connections with our esteemed clientele,” Ledru explained.

The American brand kicked off 2025 serving as host for LVMH Watch Week in January, ushering in a return to form for the brand that has a deep legacy of Swiss watchmaking reaching back to the 1800s.

”It may not be widely known,” Ledru said, “but we have an incredible legacy in watches, and the Tiffany Archives are proof of that, containing hundreds of watches spanning across all the important eras of the brand.”

The industry event saw Tiffany debut five new styles, including pieces inspired by Jean Schlumberger and the Tiffany Diamond.

“Our vision for watches is one of coherency with our iconic jewelry collections, uplifting many of the house’s most emblematic motifs, including the iconic Bird on a Rock in our watch designs,” he said.

“Each watch we create represents the perfect fusion between fine watchmaking expertise and Tiffany’s iconic designs and jewelry artistry,” said Ledru, adding that their assortment is both technically modern and aesthetically remarkable, serving not only as timepieces, but also statement jewelry. “We see incredible growth potential within the watch market and an exciting opportunity to reach a broader audience.”

The brand continues to carve out a distinctive niche in the world of high jewelry, blending American heritage with craftsmanship and creative vision. This was exemplified by the “Blue Book 2025: Sea of Wonder” collection, which saw chief creative officer Nathalie Verdeille dive into the magic and wonder of the sea. Ledru said the collection has resonated with clients since its April debut, “surpassing expectations” and garnering one of the strongest client responses “seen in recent years.” Demand, he explained, has been “exceptionally strong across all markets with most of the collection and nearly every masterpiece creation being reserved at the time of the launch.”

At the center of the brand’s legacy is one of the 20th century’s most most referenced artists: Schlumberger. He is deeply tied to the legacy of Tiffany, having ushered in an unprecedented chapter of creativity when he began his collaboration with the brand in 1956. Still today, his Bird on a Rock brooch stands as one of the company’s most emblematic creations, with his legacy continuing to shape the house.

Verdeille’s latest creations reinterpreted several pieces crafted by Schlumberger, bringing a fresh perspective to the designer’s famous works and celebrating the sea’s organic forms and fantastical beauty.

“Since Tiffany & Co. was acquired by LVMH, high jewelry sales have quadrupled,” Ledru said. “Our performance reaffirms Tiffany’s accelerating momentum and reinforces the house’s position as a leading creative force in the world of high jewelry.”

Analysts have taken note as well. LVMH reported an uptick in third-quarter results, which stirred optimism that the luxury sector may have hit bottom. Luca Solca, an analyst at Bernstein, said: “LVMH delivered beats across all divisions with the fashion and luxury goods division supported by sequential improvements in local spending from the Chinese (growing midsingle digit to high-single digit locally in the third quarter), Americans, Southeast Asian consumers and Middle Eastern customers. LVMH also sees its turnaround at Tiffany continuing to bear fruit…and traffic and basket improvements at Sephora.”

The brand’s relationship with pop culture has continued to crescendo as well, with multiple red carpet moments across the globe, including a significant historical piece from the Tiffany & Co. archives on this year’s Oscar winner for Best Actress, Mikey Madison. She was named a Tiffany ambassador in April, featuring in a campaign for the 2025 HardWear collection alongside actress Greta Lee and artist Anna Weyant.

“These [red carpet] appearances provide us with a playground to showcase the house’s most iconic and creative designs from both our archive and current collections exemplifying our unparalleled diamond expertise and jewelry artistry,” the CEO said.

The brand’s Bird on a Rock also was seen across global events on stars including Dwyane Wade, Amanda Seyfried, J Balvin, Jon Batiste, Robert Downey Jr., Jeremy Allen White, Colman Domingo and more, boosting sales, Ledru said, and “increased awareness of Tiffany’s exceptional legacy and artistry.”

In October, in the run-up to Halloween, the brand unveiled a milestone in cinema with its jewelry appearing in Netflix’s “Frankenstein,” the highly anticipated new film from Academy Award-winning filmmaker Guillermo del Toro.

“Tiffany & Co. was a jeweler of esteemed reputation during the era in which ‘Frankenstein’ author Mary Shelley was writing this classic, and thus we were able to draw from the Tiffany Archives to pull breathtaking designs that bring authenticity and depth to the narrative, which is set in the 1850s,” Ledru said, adding that through being an organic part of the reimagining of a literary classic, Tiffany is “able to reaffirm our position as a pop culture icon and continue our extensive tradition of cinematic influence that dates back over six decades to the iconic ‘Breakfast at Tiffany’s.’”

A defining image of the legacy of the Audrey Hepburn-led romantic comedy is the Tiffany Fifth Avenue flagship, christened The Landmark after a multiyear renovation that cost hundreds of millions of dollars and its reopening in 2023. It serves as the core retail expression for Tiffany & Co. and the template for new retail locations across the globe, including two flagships that bowed this year, in Milan and Tokyo.

“Designed by legendary architect Peter Marino [as was The Landmark], both locations unfold as a flawless client journey and immerse visitors in the pure joy and creative artistry of Tiffany,” Ledru said.

More than a place for commerce, the brand sees the flagships as cultural hubs that combine art, luxury, architecture and craft in one space. “We are able to showcase our spectacular jewelry creations alongside incredible works of art while also displaying creative masterpieces from our unparalleled archives,” Ledru said, adding that they take a specialized approach in each market, honoring the heritage and traditions of each country.

“This approach allows us to maintain Tiffany & Co.’s iconic aesthetic while celebrating the distinct desires and values of each region,” he said.

The Milan location features the largest selection of exceptional pieces from the Tiffany Archives in the world and “sets a new bar for luxury retail in the region,” he said.

Tiffany Ginza store honors its longstanding connection to Japan, the CEO said, with several design elements paying homage to Japanese culture and craft. The new location includes the first official Blue Box Café in the country with renowned Japanese chef Natsuko Shoji.

“This elevated and immersive atmosphere fosters memorable experiences and cultivates the loyalty that translates into long-term brand affinity,” Ledru said.

And Tiffany isn’t stopping there. Next year will see several more store openings, including Beijing Sanlitun, Hong Kong Lee Gardens and Hong Kong Alexandra House, among others.

“We’ve strategically focused on new store openings and renovations in locations where we can connect with our loyal client base and maximize our reach,” Ledru said adding that their retail network has performed “exceptionally well across all key markets through an elevation of the client experience and a consistent and coherent brand message.”

Back in Manhattan, The Landmark has seen double-digit growth, “driven by an appetite for high jewelry and our iconic creations such as Tiffany HardWear,” he reported.

Thinking long term, the brand has pledged ambitious sustainability goals, aiming to achieve net-zero greenhouse gas emissions across its own operations and supply chain by 2040.

“At Tiffany, sustainability lies at the heart of everything we do — from sharing the origins of our primary raw materials to investing in the artisans who craft our jewelry and striving for sustainability in our iconic Blue Boxes and bags,” Ledru said, adding that sustainably sourcing materials, maximizing recycled content and eliminating plastic “are key to reducing our environmental impact and associated greenhouse gas emissions. We strive to use recycled content and recyclable materials and to eliminate plastic.”

One hundred percent of the brand’s Blue Boxes, bags and corrugated materials are Forest Stewardship Council certified. “This is our way of ensuring that the materials come from responsibly managed forests that provide environmental, social and economic benefits to the impacted communities,” he said.

Looking ahead, the executive is optimistic and confident, while noting the challenges. “The luxury industry is constantly evolving, and we count on the agility and talent of our teams to further strengthen our global position, accelerating our growth and expanding our presence. We remain committed to navigating any challenges while upholding the values of innovation, quality and craft that define our brand,” he said.

Forging ahead, Ledru returns to the strategy centered on a coherent and consistent brand narrative. “We will champion Tiffany & Co.’s legacy in creativity and craftsmanship, by prioritizing our Blue Book collections and important gemstone acquisitions. Simultaneously, we will continue to cultivate the desirability of our iconic collections, including HardWear, Lock, T and Knot,” he said with a continuation of “our successful retail expansion, introducing new stores throughout our key markets.”

“I’m excited that we are returning to a very sophisticated and elevated presentation of the brand and this return to our roots is resonating with our clientele on an global level,” the CEO said.