Newly-minted US Open champion Emma Raducanu is now an ambassador for Tiffany & Co, the luxury jeweller owned by LVMH.
It’s such an iconic brand and one that I’ve felt connected to for quite some time. I wore the ring, bracelet, earrings and cross necklace throughout the [US Open] tournament. These pieces will always be very special to me. Emma Raducanu
The 18-year-old confirmed the news on her Instagram page, posting: “Very excited to join the iconic @tiffanyandco family as a House Ambassador. Being able to wear these special jewellery pieces over the past few weeks has been an honour!”
Throughout the recent Grand Slam in New York, Raducanu wore Tiffany Victoria pearl and diamond earrings, a diamond cross necklace along with a Tiffany T bracelet and ring.
She also wore gold Tiffany CityHardwear triple-drop earrings to show off her trophy at a photo-call following her triumph, and later attended the Met Gala in New York as a guest of Chanel wearing a creation from the house along with more Tiffany jewellery.
“It’s such an iconic brand and one that I’ve felt connected to for quite some time,” Raducanu told British Vogue. “I wore the ring, bracelet, earrings and cross necklace throughout the [US Open] tournament.
“These pieces will always be very special to me.”
It is rumoured that Raducanu, who is represented by agents IMG, is also set to become a Chanel ambassador.
Raducanu burst onto the scene by reaching the 4th round at Wimbledon, when she withdrew from her match with breathing issues, and then breezing through qualifying in New York before advancing to the final without dropping a set and winning her first Grand Slam trophy, against another teenage star Leylah Fernandez from Canada.
The Brit, who was born in Toronto and has a Chinese mother and a Romanian father, is seen as being particularly marketable as she speaks fluent Mandarin and is gaining a strong following of fans in the lucrative Asian market, as well as in the UK and US.
Ahead of Wimbledon, she had a few thousand followers on Instagram and now has more than 2 million, a figure that will, no doubt, soar over the coming months.
theindustry.fashion reports that since its recent acquisition by LVMH, iconic US luxury jeweller Tiffany has been working on presenting a more modern image to attract a new generation of consumer, engaging Beyonce and Jay Z to pose in front of Basquiat artwork.
A recent campaign, showing young models wearing Tiffany with casual clothing under the strap-line ‘Not your mother’s Tiffany’, met with a mixed response as some felt it could alienate the brand’s loyal, and existing, customer base in favour of a market that would not have the financial means to buy the product.
Raducanu, who joins 17-year old champion freestyle skier Eileen (Ailing) Gu as a Tiffany brand ambassador, seems to fit perfectly into the brand’s modernisation plans.
The new British No 1 was the guest of honour on Monday night at British Vogue and Tiffany & Co.’s annual Fashion and Film dinner, which this year was held at the newly-opened Londoner hotel in Leicester Square.
She wore two Tiffany HardWear ball rings in 18k white gold with diamonds, the Tiffany Victoria® mixed cluster drop earrings in platinum with diamonds, and the Tiffany Knot X Daniel Arsham bangle in 18k white gold with round tsavorites and round brilliant diamonds.