Skip to content
Subscriber Only

More Sparkle for Tiffany in 2002?

The luxury jeweler has taken a hit during the downturn. But with its sterling brand and glittering margins, it could shine in a rebound

By Amy Tsao

Let's talk about the Tiffany of brands. That would be, of course, Tiffany & Co. (TIF ). Its iconic name is recognized worldwide -- and not just by the rich and famous. Scrupulous polishing of its product image has paid off handsomely for the luxury retailer. The contents of those robin-egg-blue boxes don't come cheap. Whether it's a $100 silver key ring or a $10,000 diamond-studded necklace, people of many income levels are now willing to pay for a whiff of the Tiffany mystique. No other jewelry retailer has the same broad appeal.