The first, a pocket-sized booklet, serves to educate its market on the history of Tiffany and the different cuts of diamonds and settings. The layout is simple and the copy features practical information.
The second comes in the form of a single sheet of tracing paper, a leaflet.
The renowned baby blue forms a watermark image of Jean Schlumberger while the edged-out items laid randomly bejewels the page. The copy describes the designer, his work and achievements, nothing more. Understandably, this is after all, Tiffany. But yet, I felt it was a bit cold and impersonal.
The copy could have been more inviting and helpful - not necessarily longer, but written with a glint of style and a hint of arrogance. Adding a personalised letter or note would have helped to establish the mailer. Although the art direction is simple and elegant in both mailers, the Schlumberger leaflet is marred by poor typography.
To sum it up, nice first impression but upon closer inspection, both packs lack brilliance and a clear understanding of the art and science of customer relationship.