On a Recent Afternoon in New York City
On a recent afternoon in New York City, a small group watched as craftspeople in lab coats meticulously cleaned and carved small silver pieces under microscopes. A gasp escaped them when a 3D-printed necklace was unveiled, its glittering golden plume resembling a diamond bird.
Tiffany & Co.’s Jewelry Innovation & Design Workshop
The guests, including students and visitors from Belgium, India, and Brazil, had a front-row seat at Tiffany & Co.’s Jewelry Innovation & Design workshop. Many staff members, some with decades of experience, demonstrated their "traditional tools," showcasing a wall of hammers, some over a century old.
Students' Interest in Luxury Exhibits
Fashion Institute of Technology student Isabelle Eilenkrig-Turnier and her mother, Inga Eilenkrig, had been captivated by these luxury exhibits since visiting a Christian Dior factory in Florence.
"One thing is to see the beauty. But it’s also the ability to see how much actually goes into (making) it," said Inga Eilenkrig.
Reviving Customer Trust in Luxury Brands
Luxury prices have surged in recent years, according to McKinsey & Co., with an average increase of 61% between 2019 and 2025. This has led to a shift in customer loyalty, with younger and aspirational buyers turning to upstarts or the second-hand market.
Brands Revitalizing Customer Trust
Moët Hennessy Louis Vuitton (LVMH), the owner of Tiffany’s, has been hosting events like "Les Journées Particulières" to showcase the craftsmanship behind its brands. Gucci has also organized museum-like exhibits, and Chanel has established an art space.
Les Journées Particulières: A Boost for LVMH
"Les Journées Particulières," initiated by LVMH's director Antoine Arnault, aims to highlight the company's artisans and processes. Despite LVMH's revenue decline by approximately 5% to $80.8 billion in 2025, these events are crucial for attracting new customers and reinforcing brand history and purpose.
Expanding Customer Base and Post-Pandemic Price Hikes
Bernstein analyst Luca Solca attributes the focus on showcasing production processes to counter accusations of cost-cutting and attract middle-class shoppers. Post-pandemic price hikes had damaged customer trust, prompting brands to emphasize product quality to regain the loyalty of aspirational buyers.