The Tiffany Box may not mean much to most men but to most women, this little blue box can mean a great deal. Tiffany, many years ago, understood branding. They understood branding before branding even existed. They built a brand around quality, service and a little blue box and have never wavered. To this day the Tiffany Blue Box represents the same thing it did a year ago, 10 years ago or even 100 years ago: Something Special.
In 1986, as a recent graduate of Cornell University, I was hired by Richard Avedon to be his 2nd Assistant. Working for Avedon was both the most important and most horrifying experience of my life. Within the Avedon studio was the constant pursuit of, not only excellence but also, PERFECTION. EVERYTHING was to be perfect, all the time. Perfection in attire, perfection in cleanliness, perfection in every aspect of the studio’s life…first and foremost photography. This is where the Tiffany Box comes in. When we sent out a package to a client, it needed to be perfect, in every respect. If we were sending 8″x10″ chromes to Ronald Perelman for the Revlon “Most Unforgettable Women” ad, it was placed between 2 pieces of smooth, hard chipboard and 6 cardboard sheets. It was wrapped in brown paper cut perfectly to size and the folds were made at a 45 degrees angles, as measured with a protractor, and the brown paper tape to seal it was cut to the absolutely exact width of the package. Once wrapped it was PERFECT. When Ronald Perelman received that beautifully wrapped package from Richard Avedon, before he even opened it, there was the perception that what was within must be perfect, no different than the concept behind the Tiffany Box. The contents MUST be special. This concept is one of the most important ones I carry with me today.
In my own work, I have tried to hold tight to this same level of perfection. It is how I operate. In this day of digital delivery, it has become increasingly to create one’s Tiffany Box but one must always be cognizant of perception and brand and their ultimate effect.
So, go out. Build your brand but never forget the Tiffany box and the level of importance it holds.
All the Best,
architectural photographer, Ohio architectural photographer, national architectural photographer