Diamonds are Chengdu's best friend

Luxury jeweler opens redesigned triplex flagship in Taikoo Li, solidifying its high-end brand legacy, Wang Weihan reports.

Located in the heart of Chengdu, the capital of Sichuan province, Taikoo Li is a commercial district that seamlessly blends modernity with tradition. Centered around the 1,700-year-old Daci Temple, Taikoo Li Chengdu has a network of intersecting alleys and expansive open squares, and is home to many international luxury brands, trendy fashion labels and Michelin-starred restaurants.

Its unique urban rhythm combines fast-paced and leisurely elements, and blends historical culture and modern commerce, attracting many tourists, shoppers and foodies.

Jewelry house Tiffany opened its Taikoo Li branch in 2015. A decade later, it has unveiled a newly redesigned boutique as its first triplex flagship in China.

Anthony Ledru, president and CEO of Tiffany, explored the area the morning before the opening ceremony on March 13.

"The location is spectacular," he says. "It has an amazing ability to expand. Also, Chengdu has the potential for high-end jewelry. It's a large, festive and vibrant city, which is very important for luxury brands."

He is confident of the renovation. "We had the good fortune of benefiting from an extraordinary location and expanding it."

He admits it's not their best business year in China, but the brand will continue investing for the next 10 years. "Long-term perspective is good. China has a big population that celebrates milestones, jewelry and long-lasting heritage," he says.

Since Tiffany opened its first store in the Beijing Peninsula Hotel in 2001, the luxury jeweler has opened 44 retail stores on the Chinese mainland. Its Beijing Sanlitun store will open in December.

Ledru says: "We're an international brand. Since the beginning, Tiffany has been curious and its founders explored the world. … Tiffany's core values fit naturally with China — craftsmanship, heritage, innovation and joy — and we celebrate love. We need to connect even further because these values resonate here. We must further accelerate our execution, stores and storytelling through editorials and exhibitions. We aim for higher success in China in the coming years."