CARRIAGE TRADE: Tiffany's Splits

When 25-year-old Charles Lewis Tiffany opened his store on Manhattan's lower Broadway in the 1837 depression, he quickly learned that a store can be too exclusive for its own good. In his first three days, his door was darkened so rarely by customers that receipts totaled only $4.98. Business has been picking up ever since. Tiffany's began unobtrusively to court foot-slogging shoppers as well as the carriage trade; this week its chaste ad in the New York Times offered gold brooches for $34 as well as a diamond pin at $6,650. In its store at Fifth Avenue and...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!