Tmall Luxury Pavilion Brings LVMH’s Tiffany & Co. to Digital-First Chinese Shoppers

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Tmall Luxury Pavilion Brings LVMH’s Tiffany & Co. to Digital-First Chinese Shoppers

  • The flagship store is part of the platform’s digital recreation of La Place Vendôme
  • Tiffany’s celebrated the launch by debuting a limited-edition key pendant online

The outside of Tiffany & Co.'s Tmall Luxury Pavilion flagship store. Photo credit: Alibaba Group

Fine jewelry house Tiffany & Co. unveiled its flagship store on the luxury wing of Alibaba Group’s e-commerce platform Tmall on Friday as it looks to engage with China’s digitally-native shoppers.

Tmall Luxury Pavilion, Tmall’s dedicated venue for high-end brands, is a launchpad to reach Chinese luxury consumers online through novel shopping experiences.

The platform recently launched a digital recreation of Parisian luxury hub La Place Vendôme, which will now display Tiffany’s diamond rings, gem-encrusted earrings and more alongside flagship stores belonging to a dozen other jewelry brands.

“Tmall Luxury Pavilion’s leading operational capabilities will help Tiffany deepen its connections with target consumers, build long-term value, and achieve greater success,” Tmall Luxury Pavilion Head Janet Wang said in a statement.

New York-headquartered Tiffany & Co. is the second LVMH-owned brand to launch on the platform this month, as brands from around the world compete for a slice of China’s RMB617 billion ($87 billion) luxury market.

On Jan. 16, the group’s jewelry brand Chaumet also opened for business, hot on the heels of designer Courrèges and diamond specialist Messika.

Tiffany’s launch on Tmall Luxury Pavilion complements an extensive network of 41 brick-and-mortar Tiffany boutiques throughout China – including seven in Shanghai alone.

“This strategic expansion reinforces our longstanding commitment to our clientele in China and brings the House’s iconic collections to a broader audience, inviting them to experience the exceptional artistry and heritage of Tiffany & Co,” said Anthony Ledru, President & Chief Executive Officer, Tiffany & Co.

Tiffany And Co Tmall Luxury Pavilion Online Debut
A limited-edition key pendant made its online debut on the Tiffany & Co. Tmall Luxury Pavilion store this week. Photo credit: Tiffany & Co.

Key to Consumers’ Hearts

To mark the launch, Tiffany’s Luxury Pavilion store hosted the online debut of a limited-edition rose gold pendant shaped like a key and decorated with pink sapphires.

Chaumet took a similar tack, rolling out a rose gold Bee My Love necklace to commemorate its store opening.

In addition to new products, both brands have offered exclusive perks to Tmall Luxury Pavilion users.

Tiffany’s and Chaumet clients will receive a special mobile screen background, and the latter also provides free personalized engraving and a customized jewelry pouch upon reaching a cumulative spending threshold.

Delve into China’s luxury landscape

Chinese ConsumersLuxuryTmall Luxury Pavilion
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