#NotYourMothersTiffany : How Palestinian-American Ruba Abu- Nimah is Redefining This Classic Brand

Household names of Tiffany & Co.’s caliber often struggle to remain relevant in this day and age of never-ending trends; indeed, it is more difficult to stay on top than to get there; some are more successful than others, now, when it comes to New York’s biggest luxury jewelry and specialty realtor, it’s a different story.

What makes Tiffany & Co. unique is that they are not only constantly on the look for what’s hot and how to incorporate it into their designs, photoshoots, advertisement, and overall brand identity, they are global trendsetters as well, and their new marketing campaign says it all.

Tiffany & Co., under the vision of Ruba Abu- Nimah, their newest Creative Director, has decided to let go of their past and embrace a new future, where they give up on well-defined brand staples and indulge in an ocean of endless ventures.

In a series of posts on Instagram, the 183-year-old jeweler dropped the hashtag #NotYourMothersTiffany, announcing a rebellion on its past and a rebirth of the brand, followed by a new collection of glamorous, breathtaking pieces that are not similar to anything Tiffany has created before. The advertisement featured billboards of models donning the latest of Tiffany’s designs, with the hashtag #NotYourMothersTiffany in a simple, yet bold font all over LA and New York.

The American-Palestinian Creative Director does not come from a jewlery background, making her a necessary gamble at a time when the company was desperate for change. In the end, it seems that it has paid off. Abu- Nimah served as a senior vice president and creative director at Revlon; she also held high-ranking positions at Elle magazine, Bobbi Brown Cosmetics, and Shiseido. Throughout the different chapters of her career, she has had implemented her vision in everything from store design and visuals, to packaging, social media, and more.

The campaign has garnered Abu- Nimah mad respect among colleagues and peers, while customers have expressed their interest in the brand new designs.

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