Tiffany & Co. is doing something few companies in the luxury market have been able to do, successfully, in this down economy: open more retail stores. With its recent opening of its 81st U.S. jewelry store in Baltimore this month, Tiffany & Co. is making good on its business goals for 2010 to expand manufacturing and retail outlets here in the U.S. And with recent earnings continuing to show an uptick for the jewelry brand, there appears to be no stopping them.

So why is this luxury jewelry brand doing so well despite high unemployments rates and cut backs in consumer spending? It is likely because Tiffany jewelry is seen as more of an investment than a splurge. An investment in tradition and quality versus purchasing just for the seasonal trend. What do you think?