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Aug 31, 2000

How do they do it at Tiffany & Co

Stocks go up and stocks go down, but Mark Aaron's communication maintains its value

Tiffany & Co began in far-off Victorian days, when gold and silver were the basis of currency. It went public in 1987, just before the October stock market crash, and then continued selling its up-market jewelry through the recession of the early 1990s. Mark Aaron missed the Victorian era, but he did become IRO for the company just before its 1987 IPO. The vicissitudes he has seen in the market reflect Tiffany's recent stock performance, which seems more akin to a dot-com with a high burn

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