“Welcome to bring-a-friend-to-work day!” jokes Reed Krakoff, Tiffany & Co.’s recently appointed chief artistic officer, at the company’s 5th Avenue headquarters in New York. Krakoff is joined by a swarm of international editors eager for the unveiling of his first collection. Dubbed Paper Flowers, the fashion designer’s fine-jewellery debut takes inspiration from the delicate shapes of petals. Earrings, necklaces and pendants resemble blossoms that have been deconstructed and put back together in unexpected ways. “Tiffany has a long history of florals, but this is a way that feels industrial and much more modern,” explains Krakoff. Look closely at some pieces and you can see the pin holding the petals together—an example of this technical-meets-natural mix.
 

Along with a new aesthetic for the iconic brand, Krakoff is also championing a new mindset: Luxury doesn’t have to be formal. There’s an emphasis on wearing fine jewellery—like earrings made up of diamond and platinum petals—every day rather than keeping it hidden in a velvet box awaiting a black-tie gala. “Nothing is standard; nothing is what we’ve done before,” he says. “The idea is to re-look at everything and try to make it as addictive as possible.” Mission accomplished.