Tiffany’s global CEO, Anthony Ledru, who came to Brazil this week to attend the exhibition of the jeweler’s main diamond, Tiffany Diamond, says that the company has plans to expand its network of stores in the country.
It was the first time that the 128.54 carat diamond, an exhibition item, had passed through Latin America. And São Paulo was chosen for the event, in a sign of the importance of the Brazilian market for the brand.
The stone, which has become a Tiffany symbol, was purchased by the company’s founder in 1877, has 82 facets and has only been used four times, by the likes of Audrey Hepburn and Beyoncé.
Brazil is the main market for the brand in Latin America. According to Ledru, it has doubled in the last three years.
The executive says that, unlike other major brands in the luxury market, Tiffany does not see the country just as a showcase to generate sales abroad.
Even if customers buy in New York or Miami, Tiffany foresees expansion of local sales and is studying openings in other cities besides São Paulo, Rio, Brasília and Curitiba, where it is already present. Among the destinations studied, Ledru mentions Recife, Porto Alegre and Goiânia.
“There is more than one Brazil. Brazil is buying much more locally”, says the Executive, who foresees a luxury market here with twice its current size in ten years.
Joana Cunha with Paulo Ricardo Martins, Diego Felix and Fernanda Brigatti
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