Tiffany & Co. is setting its sights on the gold girlies

""Tiffany had excellent products, but we redirected the house so that it can develop in jewelry and high jewelry, fewer silver products," said Bernard Arnault, the French luxury giant's CEO. LVMH's group managing director, Stéphane Bianchi, said Tiffany is "hugely focused" on silver products, but the group is pushing the brand toward gold and high jewelry. Bianchi said demand for high jewelry has quadrupled over the last four years, while demand for silver jewelry has declined by a third since LVMH acquired Tiffany in 2021."

"The New York-based luxury jewelry company is pivoting away from silver jewelry and going all in on gold and high jewelry, executives from its parent company LVMH said in a Tuesday earnings call. This is a significant shift for Tiffany, which has specialized in silver throughout its history. It was the first American company to use the British standard for 92% pure silver in its jewelry in 1851."

LVMH is redirecting Tiffany toward gold and high jewelry while reducing silver product offerings. Demand for high jewelry has quadrupled over the last four years, and demand for silver jewelry has declined by about one-third since LVMH's 2021 acquisition of Tiffany. Tiffany historically specialized in silver, adopting the British standard of 92% pure silver in 1851 and earning international recognition at the 1867 Paris Exposition for its silverware. LVMH's watches and jewelry division recorded €10.5 billion in sales in 2025, a 1% decline year-over-year, while LVMH's stock has fallen roughly 22% over the past year. No official detail was provided on how the shift will affect supply of existing silver products, and silver prices have risen dramatically in the past year.

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