As social media are emerging as essential communication channels for corporates in all areas, luxury jewelry brands have implemented enhanced strategies for brand story videos by creating brand channels on YouTube. In this study, a comparative analysis of the videos made available by Cartier and Tiffany&Co. on their YouTube Brand Channels was conducted, with the aim of identifying their strategic characteristics. The research method encompassed, both literature review and empirical investigations. A quantitative analysis was conducted by means of the ‘HEART’ model, a type of luxury jewelry brand story, and the following common strategic elements were identified. First, in their brand story videos both brands focus primarily on ‘theme’. Second, ‘relationship’ and ‘artisanship’ are emphasized in addition to ‘theme’. Third, the videos incorporate high level aesthetics to stimulate the fantasies and dreams of their audiences. The strategic differences between the brands are as follows. : First, ‘artisanship’ is given the greatest significance along with ‘theme’ in Cartier videos, while ‘relationship’ has prime significance in Tiffany&Co. videos. Second, a difference between a European approach and an American approach towards luxury brand building is evident, with Cartier hosting exhibitions while Tiffany&Co. provides gala videos instead.

Tiffany & Co. had been recognized so highly in Korea even before its official advance to the country in 1991 that a successful jewelry company was called 'Korean Tiffany'. The purpose of this study was to explain how American brand Tiffany had been spread and recognized among Korean people by analyzing related articles and advertisements during the period from the Liberation to the 1989. The research method used in this study was the articles of newspapers and relevant literature. This is the result that, with the run of movie 'Breakfast at Tiffany's in Korea in 1962, the trade name and trademark of Tiffany were used illegally not only by jewelry traders but also by other businesses. Other luxury jewelry brands in the same period could not enjoy indirect advertising and spillover effects as good as Tiffany. As a result, a successful jewelry company was called 'Korean Tiffany' in 1989, and the expression is still valid in the country.

This is the study of American Aesthetic Movement and the Louis Comfort Tiffany's Decorative art. At first, I supposed that Louis Comfort Tiffany (1848-1933) was the most successful American Aesthete. He insisted that he pursuit of ‘quest of beauty’ entire his art life at the speech in 1919 retrospective exhibition. The ‘quest of beauty’ is one of creeds of Aestheticism became known through the famous English aesthete Oscar Wilde lectured at the American tour lecture in 1882-1883. Interestingly Wilde also addressed English Arts & Crafts Movement and the ideas of John Ruskin at the lectures. So American public and artists could be accepted both English decorative art movements synthetically. That resulted many of artists turned their focus on decorative art media or decorative art production, as like interior design, stained glass, art pottery, etc. To American artist, interior decoration was another medium for artistic experiment or art-making to realize ideal beauty in everyday life. To beautify everyday life and environment with artistic utilitarian goods was the goal of William Morris(1834-96)' who the leader of Arts & Crafts Movement, so as to Louis Tiffany. Then, Louis Tiffany tried to show his individuality by the eclectic synthesis of the Oriental-Western styles. He synthesized Western & Oriental arts of disparate region or ages uniquely. Finally, his eclectic design method would be applied for creating interiors to artistic unity. Because of Louis Tiffany was a Colorist painter and American Aesthetic Movement artist also, he searched for beauty and wished to express the beautiful ‘color and light’ effect through his art. To accomplish this artistic goal, he used oil and watercolor paints, from opaque to transparent and also translucent at the same time. At last, he developed the ‘Favrile glass’ to describe the colored light, coloring, shades and gradations more than paintings do. Furthermore, he used a variety of decorative media like glass, enamel, jewel and textile for the natural/artistic reproduction of color and light effect in nature. What was the reason for Louis Tiffany's pursuit of naturalism in his product design? The reason was that he sympathized with the John Ruskin's design concept with ‘garden room’ interior design. He tried to depict natural landscape or garden flowers and vegetables on the stained glass windows, glass vases, lamp shades, enamel work, jewelry to construct Aesthetic-practical garden room. That was also the way to be accomplished the authentic goal of Morris' Arts & Crafts Movement.So he incorporated various art companies and then developed art industry complex. He was also an entrepreneur who produced variety of household products industrially. The reason is that he hoped to realize the ideal of William Morris. Who advocated to beautify the interior and daily life for the public. But real consumers of the Morris products were only the wealthiest high class in England and also in America. However, Louis Tiffany's decorative art work differentiated from the Morris'. Because he wanted to answer the demand for consumer democracy. Therefore, he pursued artistic & economic goals simultaneously through his art enterprises as he accepted Aestheticism and Arts & Crafts Movement together. To realize this double goal, he produced kinds of decorative arts and household goods as the colorist artist- aesthete entrepreneur.