By Vanessa Lee

When Florence-born Elsa Peretti joined Tiffany in 1974, her organic, sensual forms revolutionized jewelry design and seduced the world.

As a stunning model herself, she captivated the New York high society modelling for famed photographer Helmut Newton, later becoming the muse for designer Halston.

This part of her career was surpassed by her renowned skills as a masterful artisan of jewellery, exploring nature with the acumen of a scientist and the vision of a sculptor.

Her creations include the now-iconic and instantly recognizable bean, doughnut bangles, open heart, bone cuff, cabochon ring as a named designer for Tiffany & Co.

Creating sensual, organic shapes that delight the eye and become one with the body, Peretti is widely credited with giving sterling silver its pride of place in jewelry design and creating diamond jewelry that is wearable every day.

Peretti's understated approach to diamonds revolutionized the way gemstones were worn.

"If diamonds are mounted like this the light is different. They look like drops of light, like a stream — very modern," she explained.

Peretti changed the role of diamonds in fashion by embedding different-sized diamonds, from 0.5 carats and up, into glittering fine chains of varying lengths, making diamonds accessible to a new generation of women.

Her revolutionary concept became known as Diamonds by the Yard.

For the Fall 2016 ad campaign by Tiffany & Co., another legendary supermodel takes over the mantle of showcasing the Elsa Peretti Diamonds by the Yard necklace.

Christy Turlington Burns adorns the sprinkle necklace in 18k gold and 36" in length, featuring 12 round brilliant diamonds with a total carat weight of 1.21.

Captivating, the tagline for the campaign 'Some Style is Legendary' reaffirms the notion that Tiffany & Co.'s jewellery is indeed timeless, and ephemeral lights of New York City.