Tiffany & Co. is moving away from silver jewellery and setting its sights on the gold girlies

Tiffany & Co. will be moving away from the silver jewellery that brought it international fame. LVMH is pushing Tiffany toward gold and high jewellery, where it sees higher demand. Precious metal prices have surged in the past year, with silver’s price surge far outpacing gold’s.

The New York-based luxury jewelry company is pivoting away from silver jewellery and going all in on gold and high jewellery, executives from its parent company LVMH said in a Tuesday earnings call.

“Tiffany had excellent products, but we redirected the house so that it can develop in jewellery and high jewellery, fewer silver products,” said Bernard Arnault, the French luxury giant’s CEO.