"We will launch our entire range here"

Tiffany & co. is also lovingly referred to as “The most beautiful place on earth, where nothing bad ever takes place”. Matthew Abramo, Director (International Trade), at this iconic jewellery company, was recently in Mumbai for the brand’s imminent launch in India. He spoke to BT’s Deepti Khanna Bose on Tiffany’s plans in this country. Excerpts:

What products will you bring into India?
Initially, we will test the waters to see what the market is most interested in, so we won’t offer everything to begin with, but we will introduce our entire range over a period of time.

Will you design anything specifically for the Indian market?
We will not, but we do have a custom workshop, with our own jewellers; so, if we have a customer who wants something, it can be worked on. Also, we do have, and are constantly creating, a number of pieces that evoke Indian culture and lend themselves to Indian tastes.

Who is the typical customer for Tiffany & Co. in India?
He is someone who is well-travelled, knows the brand, and knows what to expect of it and, possibly, belongs to an older demographic. We understand that women in India are the predominant buyers of jewellery. What makes Tiffany so unique is the different price points that make it accessible to almost every type of customer.