Tiffany: From Out of the Blue heads into the cloud

NEW YORK — Tiffany & Co. is polishing up its social media efforts to more effectively engage with a new generation of shoppers with its launch of From Out of the Blue on Tumblr.

From Out of the Blue (http://tiffanyandco.tumblr.com) captures with both images and text the 175-year heritage of Tiffany & Co. The site is organized into three themes. Each is a portal to visual storytelling and each will debut exclusive content as events unfold. The new Tumblr site joins the company’s other digital initiatives, among them Facebook and Twitter, Instagram, an engagement ring app and other apps, as well as Whatmakeslovetrue.com, a site dedicated to love and romance. The jeweler’s use of these various platforms has made it possible to not only stay connected to its existing customer base but also reach out to a new generation of shoppers.

Timeless Tiffany includes the story of Tiffany’s rise as New York’s first great jeweler, its diamond heritage, as well as major milestones and masterpieces of its exclusive designers. Other highlights include drawings from the Tiffany Archives and a virtual hall of fame that showcases vintage Tiffany ads, images of jewelry representing every fashion era from the Gilded Age to the present day and Tiffany’s place at the forefront of style and culture.

Tiffany Insider is an ever-evolving gallery of images and videos that captures the excitement and creativity behind photo shoots, dressing stars in Tiffany diamonds and unveiling windows that invite the imagination to dream of elegant new worlds.

Tiffany In Style covers events with luminaries from all walks of life, and also introduces the latest designs in jewelry and accessories, along with the advertising images and videos that launched these new creations.

The site also features a new video, The Dream Maker, a reference to company founder Charles Lewis Tiffany. Launched exclusively on the new Tumblr site, the video combines the talents of Oscar-nominated cinematographer Darius Khondji and composer Abel Korzeniowski, twice nominated for a Golden Globe. The video gives viewers an equally dramatic look inside the Tiffany Workshop, where the world’s most spectacular jewels are created.

For a limited time the site will feature images of the Legendary Gemstones of Tiffany, a magnificent collection of jewels with the gemstones Tiffany introduced to the world. The collection was created in honor of Tiffany’s 175th anniversary.