Tiffany & Co's iconic blue boxes that are a symbol of the luxury brand
Tiffany scoops Grazia’s jewellery retail award
By Sonia Nair
High-end luxury retailer Tiffany & Co has bagged the title of Australia’s ‘Favourite jewellery store’ in Grazia’s inaugural Shopping Awards.
Fashion jewellery chains Diva and Mimco were named first and second runners-up respectively. Mimco was also crowned Australia’s ‘Favourite accessories store’ and was lauded for ‘Best customer service’.
Grazia editor Kellie Hush said Tiffany & Co ticked many boxes for the magazine’s readers. “Tiffany & Co is one of those feel-good brands from the iconic blue box to Holly Golightly peering through the window of the New York boutique in Breakfast at Tiffany’s.”
She singled out Tiffany & Co’s extensive product selection as a factor why the high-end brand resonated with different demographics.
“The collection is aspirational as well as offering more affordable pieces so readers feel they too can take part in the Tiffany & Co experience,” Hush said.
She also attributed the win to Tiffany’s boutiques that are traditionally regarded as “destination stores”.
“You may not be in the legendary Fifth Avenue boutique but you are still able to experience the world-class service and product in Sydney, Melbourne and Perth,” Hush said.
Grazia’s inaugural Shopping Awards attracted approximately 20,000 readers who voted across 11 categories. When the competition launched in February, readers initially had to nominate their favourite stores and fashion businesses. An expert judging panel then selected the top finalists for each category. The 'Favourite jewellery store' category contained three independents – Love & Hatred and Trilby Phoenix in Sydney as well as e.g. etal in Melbourne.
Readers then had six weeks to vote for their number-one favourite in each category on Grazia’s online voting portal. Voting closed April 22 and results were announced on May 16.
“We were overwhelmed with the huge response from our readers. It became very clear early on in the voting process that the Grazia reader is a passionate shopper and is passionate about the labels she spends her money on,” Hush said.
Given the positive response from Grazia’s readers, Hush said the awards would definitely go ahead again next year – although dates are yet to be confirmed.
To see the full list of winners, visit http://www.acpmagazines.com.au/grazia-shopping-awards-2011-winners-announced.htm.
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Posted May 17, 2011