Business · Companies · 7 hrs ago
Luxury brands open workshops to win back younger shoppers
Tiffany & Co.
invited visitors to watch its craftspeople at work at a New York jewelry workshop.
The event showed how artisans use traditional tools and new techniques to make luxury goods.
Luxury prices rose an average of 61% from 2019 to 2025, pushing some younger and middle-class shoppers toward cheaper brands or second-hand goods.
Some customers have questioned whether the quality of luxury products justifies their higher prices.
LVMH and other brands are opening up their workshops and histories to explain what goes into their products and attract new customers.
The effort matters because middle-class shoppers make up more than half of the luxury market, according to an analyst cited in the story.
Luxury brands are opening workshops and exhibitions to show younger shoppers how their products are made.
The effort aims to rebuild trust after sharp price rises pushed some younger and aspirational buyers toward cheaper brands or second-hand goods.
At a Tiffany & Co. workshop in New York City, visitors watched craftspeople make jewelry and examine design innovations.
LVMH’s Les Journées Particulières program, launched in 2011, gives visitors access to artisans and production processes across its brands.
Luxury prices rose by an average of 61% between 2019 and 2025, according to McKinsey & Co.’s State of Fashion report.
- Who
- Luxury brands including Tiffany & Co., Gucci, Chanel and LVMH are opening workshops and exhibitions. Younger and aspirational shoppers are among the intended audience.
- What
- Brands are showing visitors their craftspeople, production methods and design work to attract customers and reinforce trust.
- When
- A Tiffany workshop visit took place on a recent afternoon; the article was published on 2026-11-09.
- Where
- The featured workshop was in New York City. Other examples include Loewe in Spain and Hennessy in France.
- Why
- Brands want to show how products are made and help customers see value in them after price rises weakened trust.
This story does not have two clearly opposing sides.
LVMH created Les Journées Particulières to spotlight the company’s artisans.
Chanel founded Galerie du 19m, an art space displaying craftsmanship behind luxury goods.
Luxury companies raised prices to capitalize on pandemic-era spending and offset higher fuel and manufacturing expenses.
Luxury prices rose by an average of 61%, according to McKinsey & Co.’s State of Fashion report.
LVMH revenue fell about 5% to $80.8 billion, marking two years of revenue declines.
- Tiffany workshop
- New York City
- Les Journées Particulières
- Created in 2011
- Luxury price increase
- 61% average rise from 2019 to 2025
- LVMH 2025 revenue
- $80.8 billion, down about 5%
- Chanel art space
- Galerie du 19m, founded in 2021
What people are saying
The luxury industry “is not exactly thriving right now,
One thing is to see the beauty. But it’s also the ability to see how much actually goes into (making) it
It’s almost like being at a museum-level exhibit
The sooner brands find the appropriate mix to reconnect with the aspirational middle-class consumers, the better