In element, Schlumberger may well have Jay-Z to thank. In the About Love campaign unveiled by Tiffany’s final yr, Jay Z wears a handful of Schlumberger’s greatest-recognised designs for the jewelry residence: the Apollo brooch and the Fowl on a Rock brooch, which features the aforementioned diamond bird—with ruby eyes, perched on an great yellow stone—as properly as a corresponding pair of cufflinks. And it is straightforward to think about gentlemen gravitating toward those people huge rings, blistering with gems. Presently, guys are procuring the Schlumberger-influenced will work of the New York-based jewellery brand Prounis, which also nestles extraordinary stones into weighty gold bands. It could be only a matter of time just before we see a jewellery hound like Lil Uzi Vert sporting a neck-whole of coloured sapphires dolloped with diamond daffodils.
Aside from people two brooches, on the other hand, the Schlumberger-Tiffany fad so much stays largely on the secondary market place. (There are some eighty Schlumberger parts nevertheless consistently manufactured by Tiffany, including three extraordinary engagement ring kinds.) Town & Nation predicted a revival for his unabashedly wild styles previous calendar year, but Tiffany has nevertheless to get comprehensive gain of this unique fascination with a thing like a capsule of his extra outlandish styles, or a men’s jewelry marketing campaign.
Cannily, The RealReal mentioned in its report that charges for Elsa Peretti and Paloma Picasso items designed for Tiffany are up as properly, crafting “Actually, even now your mother’s Tiffany”—a rebuke to the slogan introduced by the jewelry household past 12 months, which was supposed reposition the brand name as millennial-pleasant under new house owners LVMH.
Vintage pieces, of course, are warm across each and every section of the marketplace, with shoppers keen for forgotten collaborations and erstwhile diffusion strains from the 1990s and 2000s. But Tiffany, whose impression remake is becoming overseen by Bernard Arnault’s son Alexandre, looks far more eager to transfer in a modern day relatively than nostalgic route, and just lately launched a collaboration with Supreme. Could a Jay Z-fronted marketing campaign, featuring the artist stacked with ropey bands and multicolored chook bracelets, be significantly off? Chunky-ring fingers crossed!