Two things make up the Tiffany brand – the era-defining, groundbreaking Tiffany Setting that revolutionalised the world of jewellery. And the Tiffany Blue colour that further strengthened its position as the most coveted jewellery brand.
But it seems that this last part is about to change.
On the first of April, Tiffany’s official Instagram account put up the post below.
View this post on Instagram
The following day, it put out a disclaimer post saying, “Just kidding. We’d never mess with Tiffany Blue®, but we do have some exciting new things in the works.”
Well, apparently, someone had a change of heart, because this past weekend, the jeweller hosted a yellow diamond-themed installation at its Beverly Hills location. Tiffany temporarily remodelled its Rodeo Drive location with yellow furniture, fixtures and, for the first time, a yellow Tiffany & Co. box and shopping bag.
There was also a “Yellow Diamond Café” on-site — with sunny treats like ginger turmeric lattes, lemon soda and honeycomb ice cream. An exhibit of important loose yellow diamonds (including the 128.5-karat Tiffany diamond), photo booths and virtual try-on opportunities rounded out the pop-up’s quirky, experiential tone.
Now Tiffany says the concept will travel to global locations, which will soon be determined.
The pop-up’s quick-witted and irreverent nature represents a new conversational tone for Tiffany under new owners LVMH Louis Vuitton Moët Hennessy. The luxury group is looking to spend the next few years overhauling the jeweller from what was a more corporate American enterprise to a cutting-edge global player in luxury and fashion.
It is not clear where LVMH is going with this new colour, and just what position it will have at Tiffany. Is the global conglomerate going to go back on its word and let go of the iconic blue colour we have come to associate with this high jewellery brand? Is this new yellow colour going to co-exist with Tiffany Blue, or will it just make an appearance on special occasions?
As with all things, we will only know with time.