# Professor Thomaï Serdari is interviewed about Tiffany's millennial-focused rebranding

1 Faculty News June 19, 2018 ![CNNMoney logo](/sites/default/files/styles/246w/public/assets/images/con_030743.jpg?itok=5lrpsukl)>

Excerpt from [CNNMoney](http://money.cnn.com/2018/06/19/news/companies/tiffany-millennial-marketing/index.html) -- "The company is embracing a trend, said [Thomai Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), a strategist in luxury marketing and branding who teaches at NYU's Stern business school: 'Cool is the new proper.'"

[Read more](http://money.cnn.com/2018/06/19/news/companies/tiffany-millennial-marketing/index.html)