Tiffany & Co., the iconic New York-based engagement ring maker, is having a makeover to shake up its 175-year old business by targeting millennials.
In the US, Tiffany hired Vogue’s creative director Grace Coddington to do a makeover in its marketing strategy, according to Business of Fashion.
Tiffany tapped celebrities – models Natalie Westling and Christy Turlington, and actresses Lupita Nyong’o and Elle Fanning – for the first time modelling its line up of jewelry.
This strategy is being applied in the Philippines with Rustans, Tiffany’s exclusive distributor, tapping celebrities for its campaign.
Among them is the daughter of Bilyonaryo Ricky Razon who is a looker whether behind a DJ’s booth or on the catwalk.
On Instagram, Katrina crowed about being chosen to represent a timeless brand:
Aside from Katrina, Rustan’s also tapped model Patti Grandidge Herrera and daughter of Bilyonaryo Vicky Bello, Cristalle, in its campaign.