Global luxury jeweler Tiffany and Co. is holding its largest exhibition in over a century in Shanghai called "Vision and Virtuosity". China is Tiffany's fastest growing market with sales rising at a double-digit pace. The company's CEO Alessandro Bogliolo is optimistic about further development in China and said that Tiffany's unique design meets up with the new generations.

The iconic blue brand is showcasing its most prized creations in the exhibition including the Tiffany Diamond – the world's largest and rarest yellow diamond – to better tell Tiffany's story to Chinese customers. 

Bogliolo said that Greater China is Tiffany's second largest market in the world after the Americas. In its second quarter, the sales in the Chinese Mainland had growth in excess of 25 percent while it net sales falling three percent worldwide.

"This [fast growth in China] has been a trend now for more than a year… We've really made the choice of putting this market at the center of our strategy and I think this exhibition we are having in Shanghai today is one sign of the commitment," said Bogliolo.

Luxury jewelry is a special kind of industry with a long history of players that dates back centuries. It's a market where barriers to entry are pretty high, price setting differentiation and a capital intensive model form a complex industry. All the while, couples are delaying marriage, younger people are simply not choosing to marry and diamond alternatives are other forces weighing on the luxury jewelry market as well. But Bogliolo said that Tiffany with "special meaning" stands out from the crowd.

"We are lucky in that respect as we are the world's premier luxury jeweler. I will say that the distinctive points of Tiffany's are the width of its assortments… what is really special about the brand is the emotional connection with customers because it's a brand that's all about joy, about love that is very relevant to the millennial generation of today," he noted.

The premier luxury jewelry has 35 stores on the Chinese mainland and plans to open a flagship store in Shanghai by the end of the year. The CEO commented that the new flagship store will be the second largest Tiffany store in the world and it will provide a full experience of the brand to customers.

"We don't want to over-distribute the brand in the country, which is a huge country... and we believe in that respect the digital e-commerce website can help to bring the brand and the products to also tier-2 and tier-3 cities," said Bogliolo, adding that its derivative brand, Blue Box Cafe, also will be opening in Shanghai by the end of the year.

(CGTN's Michael Wang also contributed to the story.)