At first, the store operated under the name of Tiffany, Young and Ellis but it changed to its current name in 1853 when Charles Tiffany took control and established the company's focus on jewelry. Under his guidance, the firm soon developed a style that differed from its European influences and was distinctly American.
The company flourished and by 1870 it had moved into its new store at 15 Union Square West, Manhattan, designed by John Kellum and costing $500,000. It was described by The New York Times as a "palace of jewels". Tiffany stayed at this site until 1906.
International acclaim came in 1878 at the Paris Exposition when Tiffany won a gold medal for jewelry and a grand prize for silverware. In 1887 Tiffany bought the French Crown Jewels which attracted publicity and further solidified the Tiffany brand's connection to quality diamonds.
Charles Lewis Tiffany died in 1902 and his son Louis Comfort Tiffany became the firm's first official Design Director.
Tiffany & Co. never produced all of its goods in house. It had partnerships with many foundries, jewelers, and silversmiths who would produce goods that were sold under the Tiffany label. Gorham Manufacturing Company for example produced silverware for Tiffany; the jeweler Gustav Manz produced jewelry that was sold under the Tiffany name.
Some of the most beautiful American silver medals were struck by Tiffany (or one of their partners) and to this day the name "Tiffany" evokes images of artistry and high-end luxury.