The luxury jewellery house has drawn on the popularity of the Audrey Hepburn classic, with a playful twist on its name for the brand’s new campaign, Breakfast at TMJ. It seeks to re-interpret the film’s iconic style cues through a modern lens
Mumbai: In an ode to the Audrey Hepburn classic Breakfast at Tiffany’s, Mumbai-based jewellery house Tikamdas Motiram Jewellers has named its latest campaign ‘Breakfast at TMJ’ and through it, endeavoured to revive the classic glamour of pearls. “Inspired by Breakfast at Tiffany’s, one of the most iconic films of all time, our campaign ‘Breakfast at TMJ’ is a love letter to pearls – the kind of love that never goes out of style,” said Reema Pahuja, Founder of Tikamdas Motiram Jewellers (TMJ), explaining the insight behind the campaign.
With a playful twist on the name of the classic film, ‘Breakfast at TMJ’has set out to reinterpret the film’s iconic style cues through a modern lens.The campaign is a celebration of pearls, re-imagined in contemporary silhouettes that pay tribute to their classic allure while appealing to today’s fashion-forward women.
From Japanese cultured to South Sea and freshwater varieties, the pearl chokers and stacked bracelets featured in the campaign video—bearing the same name—tap into the soul of the 1961 cult Audrey Hepburn-starrer, while offering a fresh, contemporary perspective.
“In a market flooded with imitations, we chose to stand our ground. At TMJ, we don’t just craft jewellery we create heirlooms…. Our pieces are a quiet rebellion against fleeting trends. In a world of replicas, we choose authenticity for women who value what’s real,” Pahuja stated.
Garnering 58.1k views on the second day of its release, the centrepiece of the campaign is a captivating short film that introduces us to a central character, a modern-day muse with a Hepburn-esque charm. Croissant in one hand, coffee in the other, she strolls through the city streets before pausing in front of a TMJ storefront. Her gaze lingers on the pearls gleaming in the window, drawn not just to their beauty but to the emotion they evoke. Her only dilemma? Whether to choose just one exquisite piece… or surrender to the temptation of them all.
“While trends may shift to bold golds and emerald greens, pearls remain a quiet classic. They don’t scream for attention, they simply shine. That’s exactly what we wanted to capture. Not just the nostalgia, but the timelessness. The kind of pieces that become a part of your story,” added Pahuja.
Notably, Breakfast at Tiffany’s — the 1961 film adaptation of Truman Capote’s novella — became a cultural icon after its release, celebrated less for its storyline and more for its unforgettable visual cues of Audrey Hepburn: the little black dress, oversized sunglasses, the long cigarette holder, and most notably, the elegant strand of pearls. The film didn’t just showcase pearls, it transformed them. Following its release, pearls surged in popularity as a symbol of luxury, quickly becoming a rage among high-society women.
Tikamdas Motiram Jewellers has a 35-year legacy, having been founded by Mahesh Pahuja in 1985.It evolved from a strong manufacturing and wholesale base to an export house, and is today a coveted retail destination with its flagship store located in Cuffe Parade, Mumbai.
Written by Megha Misra
Retail Jeweller India Exclusive
