Tastemakers
Charles Lewis Tiffany always had extraordinary business knowledge that led to well-crafted strategies. When he opened his first shop in New York in 1837, he started selling stationery and fancy wares.
To complete his mission was to connect the American wealth with the fine arts and craftsmanship of ancient Europe, something he took great interest in.
Tiffany & Co. never would have grown into the enterprise it was today though had it not been for Charles Tiffany’s taste. Taste provided him the necessary element to choose his merchandise well. It was his form of creativity and ultimately what the wealthy paid for.
They didn’t want just any piece, they wanted the pieces Charles’ taste curated for the market. The taste he developed through curation allowed him to thrive when he started creating his own works of jewelry.
In the early 2000s, Starbucks extended their brand beyond coffee. They were making ripples in entertainment. It started by selling CDs compiled with music they played in their stores – expanding out to a kiosks packed with customers. They produced an album with Concord Records. Ray Charles's album, Genius Loves Company, won 8 Grammy Awards in 2005 and Album of the Year. In the United States 1 of every 4 CDs sold was at a Starbucks. They sold books, creating best sellers and putting unknown authors on the map. Being a tastemaker amplifies your distribution. It helps you set the culture. People look to you to discover new forms of entertainment.