The Tiffany & Co. brand is iconic. Its blue packaging is instantly recognisable and its heart tag bracelets are coveted by women of all ages. But could logo fatigue be behind falling sales? A new line sees a delicate ‘T’ replace the old logo. Has discretion become the ultimate mark of distinction?

“Diamonds are a girl’s best friend” is a mantra that many women lived by throughout the 20th century. But times have changed. For Millennials in particular, fine jewellery – just like cars, houses and health insurance before it – has become an unappealing investment.

Current jewellery trends include dainty bracelets, rose gold rings and metallic feathers on the upper arm, foot and neck. But in some cases, there’s no real jewellery, just fake tattoos. Brands like Orelia have seen demand for their ‘fakies’ soar, but what’s the appeal of something so temporary?

Adding a new charm to a cherished bracelet is a fun and meaningful way to mark life’s milestones. Can Endless – an affordable luxury brand with Pandora blood in its pedigree – emerge onto the high-end jewellery scene and beat the charm bracelet giant at its own game?