New York-based creative Ruba Abu-Nimah has exited her role as Tiffany & Co.’s executive creative director for marketing and communications, according to WWD. Abu-Nimah joined the company in the role in March 2021, following its purchased by LVMH Moët Hennessy Louis Vuitton. Abu oversaw visual creative assets not involving product design, including website design and imagery, social media content and advertisements.
Coming to the role after a stint at Revlon, Abu-Nimah was tasked with reconnecting the brand with a younger consumer, an effort highlighted by splashy campaigns featuring Beyoncé and Jay-Z and collaborations with Supreme and Dior‘s Kim Jones. Just this week, Tiffany generated a huge amount of chatter with news of a Nike Air Force 1 collaboration.
While some viewed Abu-Nimah’s Tiffany edgy campaigns as out of step with the brand’s storied legacy, her efforts helped invigorate brand revenues. In a recent earnings report, LVMH noted the brand experienced “a record year,” adding “the new Lock bracelet collection, rolled out in North America, enjoyed great success alongside other iconic lines.”
Abu-Nimah hasn’t commented on the news. Her two most recent Instagram posts are campaign images for Tiffany and Nike’s campaign.
In addition to Tiffany and Revlon, she was Elle magazine’s first-ever female creative director, following a role as creative director for Shiseido for two years.