The jewellery brand whose shop windows are (free) art exhibitions

I f you’re walking down Bond Street any time soon, take a look at the windows of some of the big-name jewellers. Aside from the impressive designs and mind-boggling carats, the style of each scene is largely the same: jewellery displayed in a luxury, albeit straightforward, way. Stop at Tiffany & Co, though, and the view is rather different.

Here, miniature scenes are constructed around the jewellery; there are props, narratives and often a sprinkling of humour. It’s an area of the business controlled by Christopher Young, the vice-president of creative visual merchandising, events and the Tiffany archives — and when we meet in Mayfair he’s directing the finishing touches of one of his biggest projects: a month-long takeover of the windows of Selfridges, on Oxford.