Interview With Tiffany, President Alessandro Bogliolo: What Is Hidden In That Robin Egg Box?

Among the many luxury brands, Tiffany can be regarded as an impressive and impressive person. The sign blue of its robins egg color is more recognizable than many brand logo colors, and it is more touching. Tiffany's blue box is also related to many people's important moments in their lives and their life's rites. And its windows, together with the movie "Tiffany's dinner" and Audrey Hepburn, provide the women's minds with a standard script for romance.

Tiffany President Alessandro Bogliolo knows this very well. The president, who had a deep and simple eye, had accumulated rich experience in Bvlgari, Shi Fu Lan and Diesel before he took charge of Tiffany in 2017. He knew enough about what visible jewellery and invisible secrets hidden in Tiffany's blue box.

In December 19, 2019, when Tiffany, the largest flagship store in Asia, unveiled in Hongkong square in Shanghai, Alessandro Bogliolo accepted the twenty-first Century economic report reporter's interview, revealing the commercial idea of the flagship store and its The Tiffany Blue Box Caf, and his personal leadership, Tiffany's product concept, and the official electricity supplier's official opening 5 months' harvest.

Twenty-first Century: Tiffany's brand trait, what's the most exciting thing about you?

Alessandro Bogliolo: it is a legendary brand. As early as nineteenth Century, it was regarded as the king of diamonds, representing the most precious cutting, polishing and innovation of precious stones. People all over the world would think of celebrating an important moment in their lives.

Twenty-first Century: have you ever had such a moment?

Alessandro Bogliolo: I had a very memorable moment: I had a 15 year old daughter who was very excited when I first joined Tiffany. I prepared a small gift for her, a Tiffany necklace. She was so happy when she received the little thing as if she had received her high jewels. There is another more important celebration moment. It was a secret to me. My wife and I were going to celebrate the 25th anniversary wedding anniversary. I asked Tiffany's craftsmen to make a special ring for her. It was designed by Jean Sloanberger in the 50s and 60s of last century. It was a leaf shape and diamond inlay. I chose a main stone myself.

Twenty-first Century: can you simply evaluate your leadership style? Do you have Tiffany's greatest accomplishment at the moment? What is the top priority in dealing with priorities?

Alessandro Bogliolo: I think, to lead such a brand, first of all, we should truly love it and have genuine respect for its heritage and its artisans behind it. It is precisely through these artisans' hands that there are today's exquisite ornaments. Love and respect are the first. Second, we must truly become a global citizen. Tiffany is rooted in New York, New York is also an important source of inspiration, but it is also a global brand, no matter China, Japan, Europe, Australia... Everyone will use their jewelry to commemorate important moments in life, so you must have a deep understanding of different cultures around the world, so that you can get closer to your customers and know your employees better, so that they can create the greatest value for the company. As for the top priority, the most important thing since the day of self accession is to write the next chapter with Tiffany's fourteen thousand colleagues. The opening of the flagship store in Hongkong is not only a flagship store, but also the largest luxury jewelry store in China. It is a milestone in the history of Tiffany and the Chinese market. Chinese consumers no longer need to fly to Europe and America, so they can really have a comprehensive Tiffany experience at home.

Twenty-first Century: The Blue Box Caf e, located in Shanghai, can be regarded as an important measure of emotional marketing. Tell me the meaning of The Blue Box Caf e (Shanghai) in your heart.

Alessandro Bogliolo: choosing to open The Blue Box Caf in Shanghai is to create a comprehensive Tiffany experience for Chinese consumers. The first permanent display and sale of Tiffany's high-end jewellery, including Necklace valued tens of millions of dollars, and various color drills. In particular, there was a colorful yellow diamond ornament specially designed for Gong Li to wear on the opening ceremony of the "ingenuity and fine arts exhibition" recently. People can watch and choose these expensive jewellery here, and they can also experience the wonderful moments like Tiffany's dinner. Whether it's a $19 million ring or just a cup of Tiffany's coffee, it's a unique experience.

Twenty-first Century: in late July 2019, Tiffany's official electricity supplier was officially opened. 5 months of harvest? The blueprint and the latest plan for digital marketing?

Alessandro Bogliolo: Tiffany's products are available only in physical stores and official online stores, so the opening of official online stores last summer is an important thing. Over the past 5 months, the results are beyond expectations. In the next three years, the official online stores will rank the top 5 in all 35 stores in China. The significance of online shops is that those consumers who do not have two or three stores of urban shops can also buy products. In addition, they are especially suitable for the millennial generation. They can learn Tiffany's product history, its legend, its authoritative craft, traceability and sustainability through online shops.

Twenty-first Century: LVMH's acquisition of Tiffany is a hot topic for some time. What new moves will Tiffany take after joining the LVMH group? What resources will be available from the group level?

Alessandro Bogliolo: the two marriages will bring Tiffany excellent development opportunities to ensure further growth and become a truly leading luxury brand. But in view of the fact that the acquisition has not yet been completed, and that this summer will be completed, LVMH will become Tiffany's shareholder, so now I can hardly answer the resources on behalf of LVMH. But we believe that the marriage of the two will surely make Tiffany's growth even stronger.