Tiffany & Co. has officially unveiled its highly anticipated flagship boutique at Toronto’s Yorkdale Shopping Centre, making a statement with its striking new facade. The exterior of the 8,000-square-foot store is adorned with 32,000 clear glass cubes, creating a dazzling effect that has caught the attention of shoppers and passersby alike. Anthony Ledru, president and CEO of Tiffany & Co., humorously notes, “You’re blind if you don’t see the facade,” highlighting its unmistakable presence.
The new design draws inspiration from the concept of diamonds in the rough, a fitting tribute to the brand’s iconic gemstone heritage. The expansive store occupies the former space of luxury footwear retailer Jimmy Choo, which has relocated within the mall. Tiffany & Co., which first opened a location at Yorkdale in 2009, has transformed the space into a bespoke masterpiece that blends high-end jewelry with art and culture.
“This store is about much more than extraordinary jewelry,” says Ledru. “It’s about archives, craftsmanship, and art. We’ve worked with renowned artists like Damien Hirst and Vik Muniz.” Inside the boutique, customers can explore exclusive sections showcasing Tiffany’s iconic collections, including Tiffany HardWear, Tiffany Lock, and a dedicated room for high jewelry created by artist Jean Schlumberger. The store also houses an engagement ring salon, offering a comprehensive Tiffany experience.
Notably, the Yorkdale boutique features the only dedicated Tiffany & Co. watch section in Canada. The company is reintroducing its watch collection, focusing on designs that align closely with the jewelry collections. Ledru emphasizes that the watches are not designed as mere timepieces but as jewelry in their own right. “It’s jewelry watches—eternity watches linked to the Diamond Kings positioning. Every cut on the watch mirrors the precision of Tiffany diamonds,” he explains. The watches are priced at an average of $10,000, signaling Tiffany’s continued commitment to the luxury market.
Designed by the Tokyo-based architecture firm SANAA, the new boutique takes cues from Tiffany’s flagship store on Fifth Avenue in New York, which recently underwent a major renovation. Ledru describes the Yorkdale location as an extension of the “cultural hub” concept introduced at The Landmark in New York, though with distinct adjustments to reflect Canadian sensibilities. “We didn’t want to copy The Landmark; we wanted to bring part of its essence to Canada,” Ledru says.
The Yorkdale store is set to remain the crown jewel of Tiffany’s Canadian portfolio, which includes 10 locations across the country. Reflecting on the brand’s history in Canada, Ledru notes that the first Tiffany store opened on Bloor Street in 1991, and the company continues to expand its presence in key markets across British Columbia, Ontario, Quebec, and Alberta.
Since its acquisition by LVMH in 2020 for nearly $16 billion, Tiffany has embraced a shift back to its roots, with a renewed focus on high jewelry and iconic design. Central to this strategy is the work of Jean Schlumberger, whose designs remain a cornerstone of the brand’s offerings. Ledru reflects, “Tiffany has always been about high jewelry, diamonds, and gold. Schlumberger was the heart of our business, and that’s what we’re focusing on.”
The Yorkdale boutique also highlights Tiffany’s investment in its archives, which have played a crucial role in the company’s creative direction. In particular, the Bird on a Rock pendant, one of Schlumberger’s most celebrated pieces, has seen a resurgence in popularity, with Ledru predicting it could become one of Tiffany’s most iconic designs.
“Business has been multiplied by almost 30 times in three years,” Ledru adds. “We believe it can still grow significantly, potentially becoming one of our top two icons.”
With this new flagship, Tiffany & Co. continues to tell the story of its storied past while charting a bold path forward in the luxury market.
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