American luxury jewellery house Tiffany & Co. has launched a new Instagram Live series, T Time, featuring live takeovers by creatives and influential friends of the brand.
Taking place every Thursday at 3.30pm EST (Thursday, 8.30pm BST; Friday, 5.30am AEST), the takeovers are centred on sharing messages of optimism and inspiration – something we all need in a COVID-19 world.
“Our friends of the house will be taking over to talk, teach, taste, toast, tell stories and tackle a few questions,” Tiffany said on Instagram.
The first T Time guest was author and community builder Cleo Wade, who did a poetry reading from her bestselling book, Heart Talk: Poetic Wisdom for a Better Life.
“Tiffany & Co. has been so supportive of my work over the years,” Cleo wrote in an Instagram post.
“We have done photoshoots in my apartment together, gone to the Met Ball together (one of the coolest and most surreal things I have EVER experienced!), my favourite ‘love’ necklace that I never ever take off is from them, and most importantly they have always shown up time and time again for The Lower Eastside Girls Club.
“When our annual fundraising gala was cancelled this year because of COVID, we were devastated. So many people who bought tables were cancelling their donations.
“And as my fellow board members and I tried to figure out how to find the funds for our girls this year, Tiffany & Co. came to us and said, gala or no gala, the money they pledged was ours to keep. Nothing meant more to me than that.
“The girls club works every day to get healthy food out to our girls’ homes, help with homework, masks – you name it.”
Tiffany & Co. is one of the latest luxury brands joining the desperate fight against coronavirus as cases reach close to three million globally.
The maison’s foundation pledged US$1 million to the World Health Organization (WHO) and The New York Community Trust for global COVID-19 relief.
“During this global health crisis, we must all be responsive to the urgent needs of our global communities,” says Anisa Kamadoli Costa, The Tiffany & Co. Foundation Chairman and President.
“We are proud to support organisations providing immediate relief for communities impacted by COVID-19, including our hometown of New York.”
Tiffany’s new Instagram initiative is part of the marketing push behind its latest collection, Tiffany T1, a bold reinvention of the Tiffany T collection that “celebrates our first connection: the one to ourselves”.
Representing courage, strength and optimism – just like the women who wear it – the new collection features rings and bracelets depicting an east-west ‘T’ motif with a distinctive bevelled edge, crafted in 18k rose gold and handset diamonds.
“The goal was to reinvent the ‘T’ motif in a new bold symbol that felt very modern,” explains Reed Krakoff, Tiffany’s Chief Artistic Officer.
“The stones nest into each other evoking a honeycomb pattern. This reduces the amount of metal, allowing for larger diamonds and therefore greater sparkle.”
This first launch saw the release of nine rose-gold designs and a high-jewellery necklace. The remainder of the Tiffany T1 collection will roll out via a series of launches throughout the year.