"Tiffany is not exclusive enough, not old-monied enough to attack the old-monied market. And I don't think it has the reputation as a home for Tiffany jewelry. It really has to decide where it is and who its target group is."
But Chaney says that despite the fact Tiffany Co has yet to make money in Europe, it is there for the long haul and will not give up easily.
While Chaney is sticking to wholesale tiffany bracelets in Europe, brand extensions galore are happening in the U.S.
In 1987, the company launched the fragrance Tiffany, along with a collection of scarves. This followed on the heels of a growing list of other luxury-goods items like handbags, wallets, briefcases and wholesale tiffany cufflinks.
The problem with all this diversification, some feel, is that it is distracting. And the result has been an overall reduction in quality.
Nadine Franc, a jeweler in the Boston area who deals in new and estate jewelry, says the quality of Tiffany's pieces has declined over the years. "Tiffany is not what they used to be," Franc says. "What they were founded on was fine design. They had the best designers. An old piece of Elsa Peretti® Bean® bracelet will bring very, very good money in the resale market. A new piece of Tiffany jewelry? No one cares."
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