by Christopher Blomquist

Tiffany & Co. officially inaugurated a new, permanent nearly 4,000-square-foot store at American Dream mall in East Rutherford, New Jersey yesterday.

Located on Level 2 of the Avenue section of the shopping complex, the store features a large glass façade and joins the nine extant permanent Tiffany brick-and-mortar stores in the greater New York City area (five are in Manhattan and four in New Jersey).

Key to its vast jewelry assortment, which includes such collections as Tiffany Knot and Tiffany HardWear, is the newest Charles Tiffany Setting engagement ring for men that launched in May 2021. In addition, the company’s commitment to diamond sustainability and responsible sourcing is highlighted through Tiffany’s Diamond Craftsmanship Journey program. With it, Tiffany shares diamond traceability by showing the full craftsmanship journey of its newly sourced, individually registered diamonds (0.18 carats or larger).

Tiffany’s at American Dream

The new store’s neighbors in the Avenue include Saks Fifth Avenue, Hermès and Dolce & Gabbana.

Tiffany & Co., which was acquired by luxury conglomerate LVMH in January 2021 for $15.8 billion, was founded in 1837 in New York City by Charles Lewis Tiffany. It operates more than 300 standalone stores worldwide.

The brand recently showed its newfound commitment to attracting younger and more male customers by launching a capsule collection with streetwear giant Supreme just last month.