FORGING FOUNDATIONS

At Tiffany & Co's first exhibition in Thailand, the maison's CEO Anthony Ledru speaks exclusively with Prestige on growing the brand by building on brick-and-mortar boutiques and former Tiffany designer Jean Schlumberger's legacy.

- LYNETTE KOH

It might have taken all of Tiffany & Co's 188 years to hold its first exhibition in one of its biggest markets, Thailand, but as CEO Anthony Ledru says cheerfully, "Better late than never." He is speaking to Prestige from a suite at One Bangkok, a year-old integrated development in the Thai capital, where the brand's exhibition, Legendary Legacy, is taking place.

Ledru first took the helm of the American jeweller in 2021, following the acquisition of the brand by luxury behemoth LVMH. A veteran luxury industry executive with more than two decades of experience, Ledru does not beat around the bush when explaining why the brand is holding such a major event in Thailand now.

He says, "There are a few reasons, but firstly, the size of the market is quite important. It's a city of 11 million. We have a very mature, sophisticated clientele in Thailand. They love gemstones, they love unique design. They love heritage.

And we don't believe we are where we should be yet." There is also another important reason: The Tiffany boutiques in Thailand-three in Bangkok, and one in Phuket-have been fully renovated and are ready to "maximise the impact of an exhibition".

FROM STORYTELLING TO "STORYLIVING"

Indeed, Tiffany has placed an outsize focus on overhauling its brick-and-mortar presence since its acquisition by LVMH. In 2023, architect Peter Marino was tasked to transform its New York flagship on Fifth Avenue, which is currently the group's priciest single-brand store ever built.