Jeweler Tiffany has a new Tumblr, From Out of the Blue, that, according to a press release, "captures in fabulous imagery and incisive commentary the 175-year heritage of Tiffany & Co., as well as the glamour and luxury that exemplifies Tiffany today."
The site has three themes: Timeless Tiffany includes the story of Tiffany, including its diamond heritage, major milestones, masterpieces, drawings from the Tiffany Archives and a virtual hall of fame that showcases vintage ads and images of jewelry from every fashion era from the Gilded Age to the present day; Tiffany Insider, a gallery of images and videos that Tiffany says "captures the excitement and creativity behind photo shoots, dressing stars in Tiffany diamonds and unveiling windows that invite the imagination to dream of elegant new worlds"; and Tiffany In Style, which covers events and introduces designs in jewelry and accessories, along with advertising images and videos.
As of Friday, posts had been tagged with #TimelessTiffany and #TiffanyInsider.
The site will also feature images of The Legendary Gemstones of Tiffany, a collection of jewels that was created in honor of Tiffany's 175th anniversary.
In addition, the site launched a video, The Dream Maker, which it says is a reference to founder Charles Lewis Tiffany and his quest to acquire the finest diamonds and gemstones. The video is available on Tiffany's YouTube page, where it had 882 views as of Friday. It was posted November 29.
@TiffanyandCo has also tweeted about its new Tumblr. It included the hashtag #TiffanyTumblr, which has been included in about 230 tweets since November 27. @TiffanyandCo has 339,000 followers.
Per @TiffanyandCo, the Tumblr launch event on November 27 included an appearance by Tumblr's mascot, @tommypom.
Tiffany has also posted a video about the event on its Facebook page, as well as a photo album with more than 6,500 likes. Tiffany's Facebook page itself has 3.2 million likes.
The new Tumblr is in addition to other digital initiatives, including an engagement ring and other apps, and whatmakeslovetrue.com, its site dedicated to love and romance.
A Tiffany rep said he could not be quoted on behalf of the brand.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.