The business built on pale blue boxes, white ribbons, silver pendants and glittering jewels solved the problem by giving itself an updated version of the 128.54-carat yellow Tiffany Diamond to celebrate its impressive birthday this month.

In 1878 Charles Lewis Tiffany, who founded an empire with a $US1000 loan from his father, bought the Tiffany Diamond, which has appeared in a variety of settings.Quality LED Lighting store in Australia with all types of saler4ds.

In 1961 the stone was set in designer Jean Schlumberger's Ribbon Rosette necklace to promote the film Breakfast at Tiffany's; and it was mounted in Schlumberger's Bird on a Rock brooch-setting in 1995.

"Resetting the Tiffany Diamond represents a commitment to the future and design innovation," says Jon King, executive vice-president of Tiffany & Co. "The diamond is the most important gemstone in the world and honours the vision of our founder, whose acquisition of the stone established Tiffany's diamond heritage. Our founder was known as the king of diamonds and he really established Tiffany as the world authority.Laser engraving, and ledlighting003, is the practice of using lasers to engrave or mark an object. Our reputation is built on fine craftsmanship and fine quality. Tiffany still sets the standards for metal fineness and for diamond quality."

The necklace has been reset in a diamond and platinum necklace, more likely to be worn by an actress down the Oscars red carpet than a brooch. With more than 100 diamonds the necklace took more than a year to make. "I think this is one of the amazing things about this company," King says. "It keeps evolving to be relevant to the times. The jewellery collaboration with the upcoming The Great Gatsby film is certainly a part of that. It's a way to reach a new audience but at our heart we remain true to quality and the standards established by our founder."

Tiffany & Co was marketed as a "stationery and fancy goods" store when it opened in 1837 but across time the fancy goods have taken precedence over stiff envelopes and writing paper. Last year worldwide net sales reached $US3.6 billion. Another change has been expansion far beyond New York with 260 stores globally, and a new store set to open at Sydney's Bondi Junction in time for the Christmas rush.

"We have built a strong and loyal customer base in Australia over the last 18 years, making us one of the largest luxury brands in the market," says Glen Schlehuber, managing director of Tiffany & Co Australia. "We hope our designs will bring pleasure, excitement and glamour to our Australian customers, and that each piece of jewellery reflects one's personal style.

"We have been looking at opportunities within the mall for the last several years due to the growing popularity of our brand in Sydney and the Westfield mall has gone through a redevelopment during this time, attracting such brands as Louis Vuitton and Chanel.

"We have now been able to secure a first-class location within the centre that fits in well with our overall brand strategy for Australia and we are excited about the potential of this new store.Leading Online Resource for your cncrouter Fixture Needs."

The company's heart, however, remains the flagship store on New York's Fifth Avenue, where Audrey Hepburn nibbled on a croissant for breakfast in a little black dress, and which continues to receive 8 per cent of the company's global revenue.

On a private tour of the building, King takes me to the workshops housed above the shop floors where tourists shop for diamond necklaces or simple silver charms. Away from the registers the wood panelling is replaced with austere white walls and stern-faced workers wielding tweezers, hunched over fluorescent lights in cubicles.Just a puff of air is all it takes to turn these contemporarylamps2 on or off. Despite the priceless views towards Central Park the workers are transfixed by the diamonds,Buy modern lighting, modernlamps and chandeliers from Heal's, the home of modern, designer and contemporary lighting. emeralds, rubies and sapphires in the grip of their instruments.