Create Your Own Style

It has been said that imitation is sincerest form of flattery. But when you are a classy brand like Tiffany & Co. why would you take away from the beautiful simplistic imagery of the jewelry and add an illustration that looks like it was ripped directly from Daily Candy?

The email marketing campaign from Tiffany & Co. represents the brand well. The background color is the classic Tiffany blue, and matches the look and feel of their website as well as their print catalog.

Email messages I have recently received from the brand have had the jewelry prominently displayed, sometimes with, and sometimes without a model. When the models are included it has never distracted my attention away from the jewelry. However the most recent message was so distracting, based on the similarity to Daily Candy I couldn’t remember what the piece being displayed was.





The uncanny similarity between these images was enough for me to lose focus. And if I had to guess, I would think that both email campaigns have the same target demographic. While I wouldn’t rule out illustrations in the future, Tiffany & Co. should develop their own style.