British tennis star Emma Raducanu confirmed as ambassador for Tiffany
British tennis star and US Open champion Emma Raducanu has been confirmed as an ambassador for LVMH-owned luxury jeweller Tiffany & Co.
The 18-year-old confirm the news on her Instagram page with the message. "Very excited to join the iconic @tiffanyandco family as a House Ambassador. Being able to wear these special jewellery pieces over the past few weeks has been an honour!"
Throughout the recent grand slam tournament in New York, Raducanu wore Tiffany Victoria pearl and diamond earrings, a diamond cross necklace along with a Tiffany T bracelet and ring. She also wore gold Tiffany CityHardwear triple-drop earrings to show off her trophy at a photocall following her win.
She later attended the Met Gala in New York as a guest of Chanel wearing a creation from the house along with Tiffany jewellery. It is rumoured that they player, who is represented by agents IMG, is also set to become a Chanel ambassador.
Raducanu burst onto the scene by getting to the fourth round at Wimbledon before retiring with breathing difficulties, but her form was such that she was tipped to go on to become a star of the sport. She breezed through qualifying in New York before progressing to the final and winning, against another teen star Leylah Ferndandez, without dropping a set.
The British player, whose mother is Chinese and father is Romanian, is seen as being particularly marketable given that she speaks fluent Mandarin and is gaining a strong following of fans in the lucrative Asian market, as well as in the UK and US. Before Wimbledon she had a few thousand followers on Instagram and now has more than 2 million - a figure that will no doubt soar in the coming months and years.
Since its recent acquisition by LVMH, iconic US luxury jeweller Tiffany has been working hard to present a more modern image to attract a new generation of consumer. It recently launched a high profile ad campaign feature Beyonce and Jay Z posing in front of Basquiat artwork. A recent campaign, showing young models wearing Tiffany with casual clothing under the strapline "Not your mother's Tiffany", met with a mixed response as some felt it could alienate the brand's loyal, and existing, customer base in favour of a market that would not have the financial means to buy the product.
Raducanu would seem to fit perfectly into the brand's modernisation plans. She is not the first teen sports sensation to sign with the brand. Eileen (Ailing) Gu, 17, the champion freestyle skier is also a Tiffany brand ambassador. Gu was born in the US to an American father but, like Raducanu, has a Chinese mother.