Tiffany & Co., has announced the opening of its official e-flagship store on Tmall Luxury Pavilion. This marks a significant milestone in the LVMH-owned luxury house’s online retail strategy in China. The virtual debut boosts its extensive network of 41 brick-and-mortar Tiffany boutiques throughout China – including seven in Shanghai.

The move makes jewellery pieces and signature designs from iconic collections including Tiffany T, Tiffany Knot, Tiffany Keys and the Love & Engagement collection available online. To mark the launch, the store hosted the online debut of a limited edition Tiffany Key design. The Woven Key mini pendant – crafted in 18k rose gold – draws inspiration from archival Tiffany rope motifs and is adorned with pink sapphires, symbolising new year wishes. The store also offered exclusive perks to Tmall Luxury Pavilion’s millions of