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One, three.

The Wondry. I'm David Brown, and this is Business Wars Daily on this Thursday, October 4th.

You probably know someone who proposed with a Tiffany

Diamond Ring. The 181-year-old company built its brand on classic even heirloom jewelry, treasures that

stand the test of time. But over the last several years, Tiffany's brand has lost a bit of its

luster. It hasn't had any new engagement rings in

ten years. With designs beginning to be considered staggy and dull, younger shoppers have either

never heard of Tiffany or have been shunning the company. That's been bad for growth. Tiffany

racked up a string of disappointing sales last year.

But under a new CEO, Tiffany is trying to modernize. For the first time in a decade, it's

introducing a new line of engagement rings. The new designs feature a different diamond cut and

...