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Can This Woman Turn Around Tiffany?

The iconic 179-year-old American jewelry brand is struggling. Here is how design director Francesca Amfitheatrof plans to fix it.

Police barricades still surrounded Tiffany’s flagship store a month after the presidential election, but the party inside, to celebrate a small collaboration with jewelry designer Eddie Borgo, was going forward. The launch had already been postponed once because of “post-election related activities” outside the store, which sits next door to Trump Tower on Manhattan's Fifth Avenue and 57th Street.

Guests mostly entered the side door instead of the main entrance, and security guards were posted in the corners of the room, even though all the jewelry had been removed from the cases, with the exception of seven pieces in the center of the floor. Well-dressed fashion editors and stylists air-kissed and chatted amiably. And in the middle of it all, Tiffany’s design director Francesca Amfitheatrof wore a bright smile as she assumed her role as master of ceremonies.