On 15 January, American luxury jeweller Tiffany & Co. opened its renewed store at Wushang Mall (sometimes known as WS Mall) in Wuhan, Hubei in Central China. For the opening, the luxury jewellery brand brought its brand ambassador, Chinese actress Zhong Chuxi, and Japanese American singer-songwriter and model Mika Hashizume. Tiffany’s official post about Hashizume earned over 29,000 likes, proving that star power still shines, even with local openings.
The opening comes roughly a month after Tiffany opened its “largest store” in China in Chengdu, Sichuan. Incidentally, it was also a renewed shop. The Taikoo Li Chengdu is currently the only three-storey store in China, and the only one with a watch salon. The store has been designed as a retail landmark for Tiffany in China, as the New York-based brand combines its own iconic style with local inspirations from China, and specifically Chengdu.
The renewal took over a year, with the outside of the store designed by architect Hugh Dutton. Internally, the ground floor is called Tiffany’s World, where the iconic Tiffany blue welcomes visitors with decorations taking inspiration from Chengdu’s magnolia flowers and Grand Central Station in New York City. The upper floors are a love-themed diamond-centric space, and a floor dedicated to high jewellery and VIP experiences. Tiffany has created a luxury space with both its New York heritage and localisation touches for Chengdu.
Tiffany President and CEO Anthony Ledru said in an interview that China remains a major source of growth for Tiffany as it prioritises its retail network in the market among others. In September last year, Tiffany made clear that it has planned more store openings in cities including Beijing and Shanghai in 2025. The brand not only continued to expand its retail presence but also sponsored the Shanghai Marathon with trophies for another year.
