Can Lady Gaga Save Tiffany & Co?

(Rapaport) - The diamond and jewelry industry has long since lost its cutting edge. As such, Tiffany & Co.’s decision to partner with Lady Gaga on Super Bowl night should be applauded as a bold move that will resonate with consumers across the globe. Gaga joins the ranks of screen legends such as Marilyn Monroe and Audrey Hepburn, who previously helped build the brand’s position in pop culture. Like Monroe and Hepburn, Gaga brings her own style, femininity, and twist to the Tiffany story. And with more than 65 million Twitter followers, her reach surpasses those who came before her. Consider that the company's pre-Super Bowl tweet teasing its spring campaign featuring Gaga had been shared 486 times and received likes from around 1,000 followers at press time. Gaga’s tweet of the same video clip got nearly 6,000 shares and more than 20,000 likes.