Tiffany & Co. opened its newly renovated flagship store on the corner of 57th Street and Fifth Avenue on April 28.

The store officially reopened during a ribbon-cutting ceremony conducted by Anthony Ledru, the CEO of Tiffany; Alexandre Arnault, the executive vice president of product and communications; and Gal Gadot, an actress who is also the house ambassador for the jewelry brand.

The store’s renovation began in 2019 as part of an effort to rebrand the business. The building had not been renovated since it originally opened in 1940.

The rebranding was pushed forward by the France-based fashion house LVMH Moët Hennessy Louis Vuitton SA., which bought Tiffany for $16 billion in 2021.

One of the major transformations to the building included the change to jewel-toned colors throughout the store.

These colors were paired with softer furnishings, a subtle hint at the brand’s push to sell higher-end gold jewelry. This is a large contrast from the original Tiffany store, which was decorated with dark wood and polished silver and operated at a time when the brand focused on selling sterling silver jewelry.

Aside from physical changes to the building, the store’s “flagship” title officially changed to “The Landmark.” 

The renaming of the store appears to be part of an effort to distinguish the New York location from Tiffany’s other flagship stores around the world. These are all a part of Tiffany’s plan for “updating the way the customer travels through and experiences the store,” according to Tiffany Chief Artistic Officer Reed Krakoff. 

In addition to the shopping experience the new store has to offer, Tiffany revealed that the building’s eighth and ninth floors will be opened to the general public as a museum exhibit. 

Tiffany also announced the opening of the Blue Box Cafe, an in-store dining spot. Led by Michelin star-rated chef Daniel Boulud, the cafe will offer a daytime menu that includes breakfast and tea, as well as private dining and a bar area.

The renovation was a huge investment on behalf of the brand, as the store generated 10% of the brand’s revenue before it had closed down for renovations. Tiffany grossed $5.63 billion in sales in 2022 and is expected to bring in roughly $8 billion in 2025.

This increase in sales may be credited to the increase in spending by consumers after enduring the height of the COVID-19 pandemic. LVMH had also bought Tiffany after noticing a demand for other luxury brands such as Christian Dior SE and Louis Vuitton Malletier, which are both owned by LVMH. 

But time will tell whether this boost in consumer spending will carry over to the coming months. Right before the reopening of the flagship store, the Bureau of Economic Analysis reported a lack of consumer spending for Tiffany products in March, which might not allow the brand to reach the sales that LVMH hoped for.

Nevertheless, as Ledru put it, the store’s renovation is “symbolic of a new era for Tiffany & Co.”