Exhibition at Saatchi Gallery shows how important popular culture is to the jewellery brand
Cultural engagement is a high-risk strategy but worth pursuing because relevance is now essential to business, the boss of the jewellers Tiffany says, as an exhibition celebrating the brand’s heritage in popular culture opens in London.
Alexandre Arnault, the son of Bernard Arnault, is a member of the LVMH dynasty, which bought Tiffany for $16bn (£12bn) last year. He recently faced controversy when a 128-carat diamond worn by Beyoncé in advertising for the brand was revealed to have a problematic origin as a blood diamond.
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