Reed Krakoff is the new chief artistic officer of Tiffany & Co.

The fashion designer replaces Francesca Amfitheatrof, who is pulling back after 3 and a half years as Tiffany’s design director.

Tiffany & Co. has a new chief artistic officer. The giant of American jewellery has named Reed Krakoff as its new creative director. Krakoff will supervise the design of the brand's jewelry and luxury accessories. Store design, e-commerce, advertising, and marketing are also in his horizon.

“Reed’s extraordinary talent and deep understanding of iconic American design, and Tiffany’s defining role in its legacy, make him poised for great success in this new position,” said Frederic Cumenal, chief executive officer of Tiffany & Co, as reported by Business of Fashion. “His expertise and creativity will continue to help build Tiffany as a global house of luxury.”

Krakoff, a three-time CFDA Award winner, is acknowledged with having revived and rejuvenated the American leather goods company Coach, turning its $500 million profit in a whopping $4 billion capital.