Tiffany & Co. challenges notions of fine jewellery with its new Paper Flowers collection.
Common sense says that putting gardening and fine jewellery together is an accident waiting to happen. But Tiffany & Co. disagrees. For its recent Paper Flowers presentation in New York, chief artistic officer Reed Krakoff built a life-size garden shed out of glass to house his first fine-jewellery collection since joining the company last year. The most striking item of all was the Tiffany Paper Flowers platinum necklace with sapphires, tanzanites and diamonds displayed on a humble bed of peat moss. It’s a contradiction, but that’s the point. “Paper Flowers is about stripping away all of the rules associated with fine jewellery,” says Krakoff. “I wanted to design a collection that a person could wear every day and in all sorts of situations—formally but also in a casual way.” The floral-outline earrings (shown) speak to that everyday simplicity. Talking about his design concept, Krakoff says he deconstructed the flower, as if pulling the petals apart before fastening them back together again with a pin. The result is an exaggerated petal that looks as if it were cut out at an arts and crafts table or found on a retro flower power fashion print. “We’re beginning a new chapter of creativity,” he says, “bringing excitement and surprise so that people will consider us in a new way.” Think of it as a happy accident.