Although the US (and indeed, the World) is not yet in-the-clear with respect to the economic kerfuffle of late, I feel people are getting antsy to spend spend spend! Let’s face it, the US is the most consumer-driven economy in the world, we are not used to saving and our mentality has always been spend now and deal with the consequences later. People are itching to ditch ho-hum fiscally responsible behavior, and the best outlet for such escapism is cinema. In swoops Baz Luhrmann’s film adaptation of the F. Scott Fitzgerald novel, The Great Gatsby. Set in New York in the roaring 20’s and prohibition (gasp! Illegal booze!), the book is the perfect backdrop for Hollywood period piece excess and costume drama. Is it any wonder that Tiffany & Co. jumped at the prime marketing opportunity to design all the jewelry for the movie? Yes, all the Great Gatsby jewelry by Tiffany & Co. is made of diamonds, platinum and pearls, no synthetics or similants here. The jewelry house dipped into their archives in order to produce historically accurate designs (as opposed to the Chanel Joaillerie in Anna Karenina) and Carey Mulligan will be just dripping in it!
Great Gatsby Trailer:
As far as jewelry trends go, there is going to be an art deco revival. People are yearning to relive an era of carefree extravagance and decadence–fine jewelry, champagne, lush parties and a new gilded age. Check out my art deco Pinterest Board for some roaring twenties jewelry inspiration.
I know I am going to get a slap on the wrist for this post. It is never wise as a fledgling to offend the Gods, but alas, I am opinionated and I shall write what I believe. I’ll be damned if I let possible sponsorship or advertising opportunities dictate the content of my blog. Now. . .
Tiffany & Co. introduced a new metal in February of this year called RUBEDO. The name comes from the medieval philosophy of alchemy, it was the title given for the very highest achievement. According to the Tiffany’s press release, such a title was given, “when matter and spirit fused to create something of rare beauty.” What is the metal in reality? It is a mixture of gold, silver and copper. Those of us who have been following the prices of precious metals know that the price of gold has been astronomical lately. However, combine a little bit of gold with cheaper metals of silver and copper and BAM! suddenly you’ve made your costs much lower. Surprising though that jewelry made out of RUBEDO is priced so high regardless. So this begs the question, is this just a clever way for Tiffany’s to lower its costs and increase revenue?
Methinks it is. If there is one thing Tiffany’s has perfected is its marketing. The company has managed to parlay its little blue box into massive sales of cutesy silver trinkets at rip-off very high margins. It is dollar-for-dollar the most expensive paper box you could ever buy. The jewelry? Meh.
The metal itself is quite pretty, the color is just slightly deeper than the color of rose gold but given the price point and the rather boring conservative designs of the pieces made of RUBEDO, I will have to give it a pass. No swoons from me here. If this RUBEDO thing works for Tiffany’s, I am going to commission my own team of metallurgists to invent a metal called STARK-RAVING-MENTAL and I’m going to make a bagillion bucks too.