Tiffany & Co. unlocks a world of jewelry at University Village

What makes this new store different is its informal, hands-on, open selling environment.When Tiffany & Co. opened its first store in September 1837, it shocked New York City with its radical non-negotiable prices. Its iconic robin’s egg blue box was introduced that same year, instantly creating a covetable brand identity. With a brand new concept store –  the second in the country — opening at University Village on Friday, September 4, this 172-year old company is once again revolutionizing the way we shop for fine jewelry.

Salespeople are referred to as  stylists and have been expertly trained to help customers mix and match Tiffany stock to hit on an exact look.Says storeTiffany Bracelets manager Belinda Kearns, “We’re creating a new store just for Seattle’s fashion-forward shopper which allows her to experiment with different looks to design her own combination of chic style, metals and color.”

Gone are the traditional glass cases in favor of tabletop displays of  from designers like Frank Gehry, Paloma Picasso and Elsa Peretti.While Tiffany is known for its luxury jewelry, the new store will feature affordable luxury items like Elsa Peretti’s DiamondsTiffany Jewellery  by the Yard and the Open Heart collection in sterling silver, both with pieces under $250.

According to their Web site, the company works closely with Oxfam, Earthworks and other agencies in order to establish and support humane and ecologically sound practices in the jewelry trade.Diamonds by the Yard features round-cut diamonds and aquamarine pendants suspended between lengths of sterling silver chain; and the Open Heart collection, one of Tiffany’s most iconic designs, features a heart pendant floating on a length of chain.

The sterling silver and diamond earringd were created by the world renowned architect and  designer especially for Maria to wear at the US Open.Her interest for jewelry extends beyond collecting beautiful pieces, however. She visited Mr. Gehry Tiffany Necklaces in hi s California studio to learn about his inspiration for the Stria earrings and ideas for creating them. ” I wanted to design earrings for Maria that were interested eyt light enough to wear during play. It was a new idea inspired by corrugations, like a river or a waterfall.” the architect said.

The new Tiffany and Co. store is opening at the west end of the main covered shopping corridor across from Pasta and Company.Another important thing to note about Tiffany is their commitment to using precious metals and gems that have been responsibly mined.