November 15, 2021 | Eul Basa

When Tiffany & Co. Went Yellow: Could A Color Change Bring Gains?


Perhaps the most recognizable feature of jewelry brand Tiffany & Co. is its robin egg blue motif, which is consistent among its packaging and advertisements. The company officially trademarked the color in 1998 and it remains to be the main identifier of the brand. Given its iconic status, it's hard to imagine the company switching color...but it actually did once; just this year, on April Fool's Day.

Tiffany & Co. revealed the new color during the launch of its new Acqua Di Parma frangrance on social media. Naturally, people were taken aback by the odd new color choice: yellow. It even opened a pop-up store a month later in the same yellow, with not a single trace of robin egg blue in sight. Everything from the store's furnishings to its shopping bags had been completely changed, and it really felt we had stepped into an alternate universe.

https://www.instagram.com/p/CNH_z_MlnYB/?utm_source=ig_embed&ig_rid=a697c799-9f68-47f2-a632-7bd8cf14447a

Yellow was chosen as a nod to the legendary 130-carat yellow diamond that Charles Lewis Tiffany, the founder of Tiffany & Co. purchased back in 1878. The switch to yellow also coincided with the company's sale to LVMH, the luxury group that also manages popular names such as Louis Vuitton, Christian Dior, Gucci, and Saint Laurent. Currently, Louis Vuitton executive Anthony Ledru and former Rimowa chief Alexandre Arnault lead Tiffany & Co. as CEO and Executive VP of Communications and Products, respectively.

In addition to the aforementioned changes, the company also recruited some high-profile celebrities to serve as brand ambassadors, including Blackpink's Rose, Chinese actor Jackson Yee, and The Queen's Gambit's Anya Taylor-Joy. With their help, the company hopes to usher in a new era for the brand, with plans to renovate its 320 Tiffany & Co. boutiques across the globe.

A revamp could be just what the jewelry brand needs gain some traction in today's market, but will it be enough to sway the most important demographic of all, Gen Z? If the April Fools Day test was any indication, the company could be onto something, as many netizens have expressed excitement for the new color. That said, it's unlikely that Tiffany & Co. will make an official switch to the yellow as the robin egg blue color is arguably the biggest pull for the brand.

"It’s not a wise decision to dilute that iconic heritage image of Tiffany, as this is what Tiffany is known for, and that is why people are buying it," said Sally Maier Yip, the managing director of 11 Consulting marketing agency. "If it is a departure from the old, it must balance modernity and heritage."

Source


READ MORE

Portrait Of Mature Couple Carrying Boxes On Moving Day In Front Of Dream Home

The Best Way To Sell Your Stuff When Downsizing

Getting rid of an entire home worth of stuff can seem like an insurmountable task. Here's how to take it on AND get your money's worth.
March 28, 2024 Samantha Henman
30Thumb

30 People Who Only Got Successful After 30

The best time to start was yesterday. The second best time is right now. These mega-successful people eventually reached their tipping point—it just took a little longer than usual.
March 27, 2024 Jamie Hayes

36 Things Frugal People Never Do

Discover 36 things that frugal people never do. From skipping the budget and buying fancy coffee, to window shopping and dining out, find out how frugal people save money and what they focus on instead.
March 22, 2024 Allison Robertson
Happy Typist and Vintage Baseball Cards

These Antiques In Your Attic Might Be Worth A Ton Of Money

Whether you still have your parents' old collectibles or have inherited some interesting antiques don't be so quick to write them off.
March 28, 2024 Sarah Ng

Products You Should Never Buy Generic

Discover 14 products you should never buy generic. From soaps and sauces to TVs and computers, find out why the brand names are better, and which in particular is the top choice among professionals.
March 19, 2024 Allison Robertson
Nicolas Cage and a White Bengal Tiger

38 Of The Most Outrageous Celebrity Purchases

From Nicolas Cage's dinosaur skull to Mike Tyson's Bengal tigers, here are the most outrageous celebrity purchases we've ever heard of.
March 28, 2024 Sarah Ng



Dear reader,


It’s true what they say: money makes the world go round. In order to succeed in this life, you need to have a good grasp of key financial concepts. That’s where Moneymade comes in. Our mission is to provide you with the best financial advice and information to help you navigate this ever-changing world. Sometimes, generating wealth just requires common sense. Don’t max out your credit card if you can’t afford the interest payments. Don’t overspend on Christmas shopping. When ordering gifts on Amazon, make sure you factor in taxes and shipping costs. If you need a new car, consider a model that’s easy to repair instead of an expensive BMW or Mercedes. Sometimes you dream vacation to Hawaii or the Bahamas just isn’t in the budget, but there may be more affordable all-inclusive hotels if you know where to look.


Looking for a new home? Make sure you get a mortgage rate that works for you. That means understanding the difference between fixed and variable interest rates. Whether you’re looking to learn how to make money, save money, or invest your money, our well-researched and insightful content will set you on the path to financial success. Passionate about mortgage rates, real estate, investing, saving, or anything money-related? Looking to learn how to generate wealth? Improve your life today with Moneymade. If you have any feedback for the MoneyMade team, please reach out to [email protected]. Thanks for your help!


Warmest regards,

The Moneymade team