Retailers shift their ad spending from TV, radio and print ads to digital ads.
Della.com is Tiffany's first e-commerce partner and the first e-commerce company to receive a financial investment from Tiffany.
A joint statement called the alliance the cornerstone of Tiffany's initiative to expand its focus in the $17 billion annual wedding gift market.
Under the agreement, Della.com is Tiffany's exclusive wedding registry partner. Engaged couples will be able to edit and manage wedding registries created at any of Tiffany's U.S. retail stores and eventually create a Tiffany registry online at Della Weddings, Della.com's wedding Web site. Wedding gift buyers will be able to purchase a gift from Tiffany registries or select a gift from a selection of Tiffany products at the Della Weddings site. These services will be available to consumers later this year.