NEW YORK (Reuters) – A half-century after Audrey Hepburn starred in “Breakfast at Tiffany‘s,” the landmark New York jewellery retailer is making the title of the 1961 romantic comedy movie a actuality by opening a restaurant the place buyers can take pleasure in a morning meal.
The brand new eatery, which opened on Friday, is a chance for patrons at Tiffany & Co’s Fifth Avenue flagship retailer, together with international vacationers who account for a giant chunk of gross sales, to get a style of the glamor epitomized by Hepburn’s Holly Golightly character.
Wearing a black Givenchy costume and pearls, Hepburn made a vogue assertion that Tiffany believes nonetheless resonates with buyers.
Like many conventional retailers, Tiffany has struggled to enchantment to youthful buyers, a lot of whom have shunned the kind of conventional jewellery, resembling solitaire engagement rings, that’s the model’s mainstay.
As a part of its technique to draw millennials, the corporate launched the extra up to date Tiffany HardWear assortment in an settlement with pop star Girl Gaga earlier this 12 months.
After a pointy drop from their 2014 excessive, Tiffany shares have risen about 6 p.c for the reason that firm struck a turnaround cope with activist investor Jana Companions in February.
The brand new Blue Field Cafe on the fourth flooring of the Fifth Avenue retailer could assist the model recapture its buzz, too. It’s designed for “clients who’ve at all times dreamed of getting Breakfast at Tiffany,” the corporate stated in an announcement.
The eatery, adorned in Tiffany’s signature robin-egg blue motif, affords breakfast at $29, excluding tax and tip. The menu is predicated on “American classics made with the very best high quality, regionally sourced components.”
Social media on Friday buzzed with the alternatives, which embody truffle eggs, buttermilk waffles and vegan avocado toast.
And for these new millennial clients who could also be later sleepers and fewer acquainted than their moms with “Breakfast at Tiffany‘s,” the cafe affords a $39 pre-fixe lunch and $49 excessive tea.
Extra reporting Noel Randewich in San Francisco; Modifying by Frank McGurty and Lisa Von Ahn
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