Style / Jewellery

Tiffany & Co. declares that “Blue is the Colour of Love”

This year, the American jeweller is working with fellow New Yorker, Curtis Kulig, for its Valentine’s Day campaign.

Feb 11, 2022 | By Joseph Low
Tiffany & Co., Curtis Kulig
Image: Tiffany & Co.

This Valentine’s Day Tiffany & Co. is collaborating with New York-based artist Curtis Kulig, who is known for his signature “Love Me” mantra.

This creative partnership is called “Blue is the Colour of Love” and is a continuation of the American jeweller’s long tradition of working with innovators and revolutionary artists.

A series of exclusive artworks have been created for Tiffany’s Valentine’s Day and it includes declarative messages such as “Dare Me”, “Know Me”, and “Kiss Me”.

These messages are an extension of the artist’s original “Love Me” concept which was a main staple in New York during the mid-2000s. From city walls to canvasses and neon lights, the iconic phrase became a “simple yet powerful plea” for love.

Curtis Kulig, Tiffany & Co.
Image: Tiffany & Co.

Reimagining this mantra for the modern times, the brand recontexturalised the artist’s works in bold Tiffany Blue typography.

The artworks are displayed alongside jewellery collections such as the recently launched Tiffany Knot, the Tiffany T1 and Tiffany HardWear. Together the campaign is a celebration of art, words and love.

Tiffany HardWear Double Link Pendant
Image: Tiffany & Co.
Tiffany Knot Double Row Hinged Bangle
Image: Tiffany & Co.
Schlumberger Bird on a Rock Brooch in Platinum and 18k Yellow Gold with an Amethyst and Diamonds
Image: Tiffany & Co.
Tiffany T T1 hinged bangle in 18k rose gold with diamonds. Tiffany T T1 wide hinged bangle in 18k yellow gold
Image: Tiffany & Co.

“‘Love Me’ was conceived as something very personal to me and it naturally grew into something that others interpret — that is what makes it interesting,” said Kulig. Explaining his latest works with the jeweller, he said, “My creative process with Tiffany & Co. was very natural.”

In 2021, the French conglomerate LVMH completed its acquisition of Tiffany & Co. and had since revamped its marketing approach. From the controversial “Not Your Mother’s Tiffany” advertisements to engaging top stars like Jay-Z and Beyoncé as ambassadors and collaborating with trending artists such as Daniel Arsham, the brand is rebranding itself to appeal more to the younger generation.

Where most of the world is more familiar with the colour red as a sign of love, Tiffany & Co. is looking to shakes things up by proclaiming that “Blue is the Colour of Love”, a tell-tale sign that the brand is looking to reassert itself to be the leading authority in the world of love and commitment.

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