The New York luxury goods purveyor Tiffany & Co is one of the world’s most distinctive brands. To understand how it has become such an iconic brand we should look at the various things signified by the brand, namely…

• Breakfast at Tiffany’s. The brand was immortalized in the 1961 film, starring Audrey Hepburn as Holly Golightly, a character who adored strolling the aisles of the store.
• Jewels. In 1878, Charles Tiffany acquired one of the world’s largest and finest fancy yellow diamonds, uncovered from the Kimberley diamond mines in South Africa, weighing over 287 carats. The ‘Tiffany Diamond’ was worn by Audrey Hepburn in photographs to promote Breakfast at Tiffany’s, and today can be found in the first floor of the Fifth Avenue store in New York…
• Celebrity. Audrey Hepburn may be the most iconic face associated with the brand, but it has been associated with lots of high-profile figures.  In 1861, Abraham Lincoln commissioned the company to create a pitcher for his presidential inauguration and, while he was at it, bought a Tiffany seed-pearl jewellery (sic) set for his wife. The company has also worked with high-profile designers such as Paloma Picasso and Coco Chanel…

            It’s a luxury brand, for sure, but anyone can enter a Tiffany store. Although many of the products are out of the budget range of most people’s pockets, there are always cheaper items that anyone could afford, and they are packed in the same tantalizing blue box tied with a silk ribbon… [W]hen people buy a small piece of china or some understated earrings from Tiffany’s they are entering into the same brand that owns one of the largest diamonds in the world. They leave the store happy to share something in common with Audrey Hepburn.