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The Guardian - UK
The Guardian - UK
Lifestyle
Jess Cartner-Morley

Cultural relevance essential to business today, says Tiffany boss

Charles Lewis Tiffany Alexandre Arnault Bernard Arnault Beyoncé JayZ JeanMichel Basquiat Tiffany & Co
Beyonce and Jay-Z in a Tiffany brand campaign from 2021.
Beyoncé and Jay-Z in a Tiffany brand campaign from 2021. Behind the stars is a painting by Jean-Michel Basquiat in the jeweller’s famous blue. Photograph: Mason Poole/Tiffany

Cultural engagement is a high-risk strategy but worth pursuing because relevance is now essential to business, the boss of the jewellers Tiffany says, as an exhibition celebrating the brand’s heritage in popular culture opens in London.

Alexandre Arnault, the son of Bernard Arnault, is a member of the LVMH dynasty, which bought Tiffany for $16bn (£12bn) last year. He recently faced controversy when a 128-carat diamond worn by Beyoncé in advertising for the brand was revealed to have a problematic origin as a blood diamond.

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