Ruba Abu-Nimah Tiffany’s New Creative Director
Someone Unexpected…
When LVMH finalized their takeover of Tiffany & Co. late last year, it quickly became the question on everybody’s lips. Who’s the next Creative Director for Tiffany’s? Rubah Abu-Nimah is Tiffany’s new Creative Director.
You should always expect the unexpected from LVMH. LVMH, a holding company for Louis Vuitton, Moet and Hennesy, is known for making curveball decisions when it comes to who will lead their treasured, and historic companies into the future.
Bernard Arnault, CEO of LVMH.
Ruba Abu-Nimah, Tiffany’s New Creative Director
Meet Ruba Abu-Nimah Tiffany’s new creative director. I am sure many people in the jewellery industry will be scratching their heads at this decision, as Ruba doesn’t come from a jewellery background.
However, I think it’s a genius decision.
Ruba comes from a background of cosmetics. Her most current position was the Creative Director for Revlon, before this she worked as the Global Creative Director for Shiseido in Japan and spearheaded the rejuvenation of the brand to turn it into a powerhouse competitor. Ruba has overseen everything, from packaging and store design, to social media and store visuals.
Her references include nearly a decade of work at Bobbi Brown Cosmetics, to La Mer and the rebranding of Smashbox.
To summarize – Tiffany has made the right decision.
What is LVMH doing?
So why pick someone with a cosmetics background to run the largest, and most renowned jeweller in the world?
Well, it all circles back to that LVMH mantra of, “monetize, monetize monetize.” Luxury brands face steep competition in this modern era, they have to innovate, and push themselves further to cover and gain a larger market share. Tiffany already dominates the jewellery market, so how will LVMH finance their latest, extremely expensive venture?
She is going to bring a fresh, unconventional, and lucrative point of view to Tiffany’s, I look to Hermes and their sold out lipstick collection to see where this venture is going.
TIffany’s current fragrance.
My Predictions
So why pick someone with a cosmetics background to run the largest, and most renowned jeweller in the world?
Well, it all circles back to that LVMH mantra of, “monetize, monetize monetize.” Luxury brands face steep competition in this modern era, they have to innovate, and push themselves further to cover and gain a larger market share. Tiffany already dominates the jewellery market, so how will LVMH finance their latest, extremely expensive venture?
She is going to bring a fresh, unconventional, and lucrative point of view to Tiffany’s, I look to Hermes and their sold out lipstick collection to see where this venture is going.
An Art Deco Tiffany Vanity Case
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