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It锟斤拷s the high social standard that is looked after by most people. These words were immediately acted upon, and new designers helped Tiffany . regain its status atop the luxury goods market. Included in the design line-up were Gene Moore, who began the store’s tradition of witty window displays, and Jean Schlumberger, the most important jewelry designer of the day. Elsa Peretti, whose simple, organic jewelry, vases and silver pieces have become latter-day objects of desire, joined in I974, and in IgBo, Large Elsa Peretti Sevillana pendant introduced her own popular line of jewelry. Loring, who became design director in I979 (succeeding only Louis Comfort Tiffany and Van Day Truex), now oversees a staff of about 20 in-house designers who produce some pieces a year.

One of the most surprising things about Tiffany’s is how accessible, even democratic, it is. While Charles Tiffany and his successors may not have set out to educate the masses about aesthetics, they have done so anyway. Every day, people from all walks of life come to browse through Tiffany’s wares, often departing with a souvenir wrapped in the store’s unmistakable boxes and bags. Though that little blue box can make anything look expensive, the company designs for all price ranges. A sign in a typical display case reads, “Fine Jewelry, from $500 to $625, ooo,” and the most successful piece of jewelry in the firm’s history is Elsa Peretti Eternal Circle pendant ’s $6o silver open heart.