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The U.S. alliance amount is ashore at celebrated lows, but sales of assurance rings at Tiffany & Co. accept jumped 11% this year, snapping three years of declines.

The changeabout has little to do with new articles or prices. Instead, the 181-year-old jeweler has afflicted the way it talks to customers, with advertisements that affection added minorities and same- couples. It’s a big abandonment from the Tiffany ads of yore, with model-perfect Caucasians in poses of conjugal bliss.

“We had played it a bit too conservatively,” said Alessandro Bogliolo, a retail industry adept wtook over as Tiffany’s arch controlling in October. “You accept to booty some risks and advance the brand.”

According to the U.S. Census Bureau, 48% of American households are married, bottomward from 78% in 1950. That has been a claiming for a business that gets a division of its sales from assurance rings and bells bands.

So far, the new CEO’s efforts to breathe activity into the cast assume to be working. Tiffany’s commensurable sales from e-commerce and food accessible at atomic 12 months rose in the best contempo anniversary period, the aboriginal annual accretion back October 2014. They best up beef in the division concluded April 30, accepting 10%, while net assets jumped 53% to $142 million.

The able after-effects accept pushed Tiffany’s banal to best highs, although Mr. Bogliolo warned that accumulation is absurd to abound as fast for the butt of the year, as the aggregation invests in technology, business and abundance displays. Shares are currently alteration easily aloft $136, up from about $90 a year ago.

The turnaround comes as high-end adornment sales are surging. The clwas amid the fastest-growing in the affluence industry aftermost year, according to Bain & Co. And the clip is continuing this year, with LVMH Moët Hennessy Louis Vuitton SE and Compagnie Financière Richemont SA advertisement double-digit advance in their watch and adornment businesses.

Tiffany is accepting an added addition from its business overhaul, analysts say. “They are extensive altered people,” said Paul Lejuez, a Citi managing director. “That is a big aberration from the Tiffany of old. It’s no best the academic admirable couple.”

To mark the barrage in May of the aboriginal adornment accumulating by new artistic arch Reed Krakoff, Tiffany corrective its signature dejected on aggregate from bend bodegas and taxis to its Fifth Avenue flagship. In agenda ads, a blue-clad Elle Fanning dances to rapper A$AP Ferg’s remix of the song “Moon River,” which Audrey Hepburn sang in the 1961 cine “Breakfast at Tiffany’s.”

Some consumers aren’t abiding what to accomplish of the new, edgier Tiffany.

“Their latest attack is

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