Tiffany and Company Building under construction, ca. 1905.

The first Tiffany and Company location was a small shop established in 1837 near City Hall. The second Tiffany location was a cast iron-fronted building on Union Square (15 Union Square West), which the firm moved into in 1870. Charles Tiffany, the founder, died in 1902 at the age of 90, but prior to his death made plans for his now world renowned store to move uptown to a brand new building on Fifth Avenue at 37th Street. This move is said to have signaled the end of Broadway as a preeminent shopping district.

The new building was designed by Standford White of the venerable firm of McKim, Mead and White. Inspired by a 16th century Venetian Palazzo, White created a gleaming white marble building in an Italian neo-Renasaiance style. (The writers of the book “Beaux-Arts Architecture in New York: A Photographic Guide,” suggested that perhaps this building is even MORE beautiful than its Italian model, owing to White's use of proportion.) From the outside it looks to be three large stories, but it is, in fact, seven stories. The facade spans five bays on the Fifth Avenue side and seven along East 37th Street.

While housed in this building Tiffany's prominence as status symbol for the wealthy grew. In one year they regularly sold $6 million in diamonds and kept up to $40 million in jewels in their vault. The company remained in the building until 1940, when they moved further uptown to their best known, and current, location. After the firm vacated the building its ground floor was transformed by modern storefront infill. In 2003 a substantial restoration returned the lower levels of the facade's columns to their original state, though the new stonework is highly noticeable in its lighter tone.