Luxury jewelry Netflix: Tiffany Frankenstein partnership

When Mia Goth’s Elizabeth appears in Guillermo del Toro’s Frankenstein wearing a 1914 Favrile glass scarab necklace from Tiffany & Co.’s archives, viewers around the world see her wearing a piece of history. “As the first luxury jeweler to partner with Netflix, Tiffany & Co. asserts its pioneering spirit, aligning its heritage of craft with the immersive storytelling of the silver screen period,” the brand said in a statement. Fine jewelry and Hollywood have long been interconnected — from Breakfast at Tiffany’s to Cartier playing a central role in Ocean’s 8, or Messika strategically placing its pieces on fashion-forward characters in Emily in Paris. Unpacking the fine jewelry merchandise opportunity Beyond product placement, the challenge for fine jewelry houses is to reimagine their place in popular culture — not merely as distant symbols of exclusivity, but as storytellers. For the film, Tiffany curated 27 archival and contemporary pieces, including 10 historic jewels and five custom designs crafted specifically for the production. Costume designer Kate Hawley described the collaboration as “deeply moving,” adding that “Tiffany’s jewelry became its own creative contribution to Elizabeth’s character, enhancing the color palette and overall interpretation of her world.” Fifth Avenue gets a ‘Frankenstein’ makeover The partnership extends beyond the screen. The brand’s Fifth Avenue flagship unveiled a series of five cinematic displays. Framed by the design of Victor Frankenstein’s laboratory window, they reimagine pivotal scenes from the film infused with “the house’s theatrical magic.” Across the Atlantic, Tiffany and Netflix also launched “Frankenstein: Crafting a Tale Eternal,” an immersive exhibition at the Old Selfridges Hotel in London that dives into Del Toro’s elaborate filmmaking process. The exhibit features recreations of Tiffany’s archival jewels on original costumes by Hawley, alongside props, artwork and rare books that honor Mary Shelley’s legacy. By reintroducing century-old craftsmanship to global streaming audiences, Tiffany transforms heritage into trend, translating its legacy for a new generation of collectors and admirers. Jewelry journalist and brand consultant Rachael Taylor believes the partnership reflects a broader shift in how luxury connects with culture. “If we think about the everyday conversations we have with our friends, they’re much more likely to be about what we’re watching on Netflix than what a celebrity wore on the red carpet,” she tells Jing Daily. “Tiffany working with Netflix meets consumers where they are — on the sofa, streaming.” Why ‘Bridgerton’ sparked a Georgian jewelry revival Taylor points to Bridgerton as a recent example of how jewelry can capture the zeitgeist. “It sparked nonstop discussion about the jewellery from the show,” she says. “Suddenly, it seemed like the whole world was discussing Georgian jewellery.” The Netflix collaboration may not result in immediate sales, Taylor says, but the payoff is strategic. “For Tiffany, this is about becoming an ‘it’ brand of the moment,” she adds. “What it could do is make Tiffany part of the cultural conversation, securing relevance and engagement that could lead to more sales long term.” Tiffany framed the project in similar terms. “Frankenstein continues Tiffany & Co.’s legacy of contributing to the world of cinema — not simply as adornment, but as a storytelling layer, helping bring unforgettable characters and screen moments to life through the enduring language of Tiffany jewelry,” says Christopher Young, Global Creative Visual Merchandising at Tiffany & Co. In a crowded luxury landscape where emotional connection trumps aspiration, Tiffany is investing in cultural capital — and using a platform like Netflix to showcase its craftsmanship. “This is television, not the opera,” Taylor says. “People expect the costumes and jewels to deliver drama and escapism. Placing accessible jewels in the show feels pointless — this is the perfect setting for those wilder designs.” She sees this not as an isolated marketing stunt, but part of a broader industry movement. “Luxury brands aren’t expecting shoppers to seek them out in traditional spaces like red carpets,” she said. “They’re taking jewels into the spaces audiences already inhabit — streaming, social media and even gaming.” LVMH’s Hollywood play: When luxury launches studios Beyond fine jewelry, several luxury brands are also embedding products into film and television. In 2024, LVMH launched 22 Montaigne Entertainment — its own film, TV and audio production vertical for its portfolio of more than 75 luxury brands. Kering-owned Saint Laurent, through Saint Laurent Productions, co-produced the Oscar-nominated Emilia Pérez and dressed the cast from the screen to the red carpet. The movie was also distributed by Netflix. For Tiffany & Co., a brand that has worked with franchises like Pokémon, celebrities like Beyoncé and organizations like the NFL, becoming a storyteller through cinema and television feels like a natural evolution. With Frankenstein, the brand hints at a future of fine jewelry that may be as much about screens and storytelling as it is about sparkle.

Tiffany’s Netflix partnership: Blueprint or risk?

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Tiffany’s Netflix partnership: Blueprint or risk?