In the Rodeo Drive store of , shoppers are usually privy to just two floors of diamond bands and other jewels. One entrance is on Wilshire just across from the , while the other is off the second floor that meets the slopping hill of Via Rodeo.
But for many of the shops on this small, Italian-esque road that diagonally cuts through the block, there is also a not-so-widely-known third floor.
Some neighboring retailers use the extra floor for office space and storage. uses the third floor for additional shopping space. made a reputation for itself by being hard to find in addition to serving $250-per-person, freshly flown-in fish.
made his upper floor a destination for mid-Westerners wanting a "Jennifer Aniston" cut or Brenda's bangs from 90210. Starting prices with the man himself were $500 and up (he has since relocated to Camden Drive).
Tiffany's also has some secrets on its upper-most level, such as a customer service department with a visitor window and small bell, offices for its West Coast team and a small but useful dinning room where one can have "Breakfast at Tiffany's."
The original brand-maker of T & Co., Letitia Baldrige (who was school friends with Jackie Kennedy and went on to be her social secretary in the White House) was always the first to adopt new and creative ways to engage the press and entice diamond seekers while working for the company in the 1950s. She became famous for her New York series of socialite dinner table displays where an Astor or a Vanderbilt or a visiting Rothschild would be invited to bring their own silver and China into the Tiffany's 5th Avenue store and set a dinner table for 12 as they would in their own home, complete with illustrious guest names on the place settings.
The press would come and photograph the table and write in Sunday's paper about how Mrs. Astor does dinner and who made the guest list for Cornelia Vanderbilt. All of New York would come by the shop and see how the finest ladies on the Upper East Side would entertain. Many up-and-comers would come just to see who was in that lady's inner sanctum.
This spawned the excitement for the film Breakfast at Tiffany's (1961), in which girl-about-town Holly Golightly dreams of living in the store and being in high society. And thus a brand was born, though it had already been around for 50 years.
For wedding season, today's Tiffany team—which includes Michael Howard (Group Director at Tiffany), born-and-raised Angeleno Sarah Koplin (a Beverly Hills High School alumna) who is part the internal Tiffany & Co. PR team, and ID-PR Publicists Lauren Camp and Adriana McMahon—still ingratiate the press with new and lively activities to get them penning! Media and bridal bloggers were treated to champagne and Eggs Benedict while creating their own dream combination of engagement rings and wedding bands that were littered across the dinning room table.
Truffle Notes: The Tiffany's setting is the most widely recognized setting of all diamond rings and is simply a six-prong claw that securely holds the diamond away from the band for optimal light reflections. Many have come to view this setting as basic, but be sure that it was an original in its day.
For those in the field of marketing or PR, or for those who like to read about spicy society, Letitia Baldrige wrote a book about her days serving Tiffany & Co., United States ambassadors and the White House in "A Lady, First."
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