In Singapore as part of the global pre-launch campaign of its brand new Tiffany T collection, the brain behind the concept Francesca Amfitheatrof, was warm, friendly, candid and divinely elegant.

tiffany and co design director Francesca Amfitheatrof tiffany t collection launch DECORTiffany & Co’s design director Francesca Amfitheatrof wearing pieces from the Tiffany T collection in Singapore. Image: Lynette Chen for herworldPLUS

The relatively new (she’s been there almost a year) design director of Tiffany & Co, Francesca Amfitheatrof is a definite “name” in the world of luxury jewellery design. With stints at Chanel, Fendi and Marni after graduating from Royal College of Art, Central Saint Martins and Chelsea Art School; the jewellery designer and silversmith has also had her work sold at Museum of Modern Art in New York and Colette in Paris. This is a woman who knows her jewellery.

Her first stand-alone collection for the brand is the Tiffany T. It’s a totally modern take for the iconic jewellery label with the focus on the “T” combined with a rigorous attention to detail ‒ a hallmark of the brand ‒ lots of engineering and inspiration from the skyline of New York, plus the work of artist Gunther Ueker (a German artist who only works with nails).

While we’d love to be able to show you as many of the pieces are we can ‒ you are definitely going to want to shop this collection; it will be a new classic ‒ Tiffany & Co has embargoed the images until the collection’s launch in September 2014. Although, if you check out our Instagram account you’ll be able to see the sneak peak we caught; just go to @herworldsingapore.

Instead, try to spot some of the pieces on Amfitheatrof below plus see one of her favourite pieces, and check out her answers to our questions. Stay tuned for the complete Tiffany T collection reveal in September 2014.

tiffany and co design director Francesca Amfitheatrof tiffany t collection launch DECOR 2Tiffany & Co’s design director Francesca Amfitheatrof in Singapore.
Image: Lynette Chen for herworldPLUS

1. How did you feel about joining Tiffany & Co?
I was extremely excited; it’s a dream job with a phenomenal brand. I immediately began creating collections, and there was a lot of real excitement within the brand about what I was doing. They (the Tiffany & Co staff and management) are all extremely positive; extremely encouraging. The company’s people are very kind, gentlemanly. Tiffany waited to find the right person for the job, not many major brands would do that.

2. What’s the difference working on a “fashion” jewellery brand and a brand like Tiffany & Co?
The difference is more about the changing seasons; with a fashion brand you don’t have longevity (for the pieces) as they change with each season. Also, you don’t have to make a lot of noise about the pieces ‒ the fashion shows do that for you. At Tiffany & Co we have to create the “noise” for each collection since we’re making lasting products.

3. What was your focus when coming up with the Tiffany T concept?
I wanted to make something that all women can wear; it’s for women aged 17 to 70 so there have to be a lot of possibilities (in the collection). It’s simple but not simplistic. I don’t want to just put a “T” on everything but rather, create a new vocabulary for the brand as a whole.

4. How do you think Tiffany T will translate internationally considering it was based on New York?
We live in such a global world now … what women want is the same, we live in a very well-informed world. This collection has exactly the same level of quality that Tiffany is known for; there’s the Tiffany craftsmanship and also innovation in the collection. There are some very refined pieces, that many Asian women will appreciate, and also very contemporary pieces that have global appeal. Tiffany T has been made by a woman for women.

5. Which part of the design process do you love the most?
Waking up at 5am with a crazy idea … I design so many pieces, hundreds of pieces, and then do a really brutal edit (to fine-tune a collection).

6. What are the 3 pieces of jewellery every woman should own?
The perfect gold chain; a diamond ‒ at least one ‒ and you can buy it for yourself! … And a long pearl necklace.

7. What kind of jewellery would you NEVER wear?
Nothing! There’s definitely no piece of jewellery I’d never wear.

8. What’s your favourite piece of the new Tiffany T collection?
The T bangle ‒ there’s nothing I want to change ‒ the balance is perfect … and it was the first piece (of the collection) that I designed. (See her favourite piece below)

The Tiffany T collection from Tiffany & Co will be available in September 2014 from Tiffany boutiques located at Takashimaya S.C. #01- 05/06 & #02-05/06; Raffles Hotel Shopping Arcade #01-05 and The Shoppes at Marina Bay Sands #B1-132/133. For more information about Tiffany & Co, go to international.tiffany.com. You can follow the brand on Facebook at www.facebook.com/Tiffany, on Instagram at @tiffanyandco; on Twitter at @tiffanyandco and on YouTube at www.youtube.com/OfficialTiffanyAndCo.