Majors

Tiffany Runs With April Fool’s Joke, Again

MajorsApr 08, 2022

Tiffany Runs With April Fool’s Joke, Again

The jeweler turned its TiffCoin cryptocurrency joke into a real 18-karat gold coin.

Tiffany & Co. once again turned an April Fool’s Day joke into a marketing move, calling attention to its new TiffCoin by introducing it as cryptocurrency on April 1. (Photo courtesy Tiffany & Co./@alexarnault)
New York—Tiffany & Co. is making a tradition of turning April Fool’s Day jokes into serious marketing plays.

This year on April 1, the LVMH-owned company tweeted about the launch of TiffCoin, its own cryptocurrency, complete with exclusive product launches, NFT releases, and invite-only events for coin holders.

 

The next day, Tiffany admitted TiffCoin was only a joke. Well, sort of.

The TiffCoin is real, but it’s not cryptocurrency. The company released 499 physical 18-karat gold coins, individually numbered and engraved with a Tiffany “T.”

The coins were made available for purchase online for 24 hours only, from April 2 to 3, to customers in the United States, Canada, the U.K. and Australia.

The limited-edition coins are a callback to “Tiffany Money,” silver and gold coins that could be exchanged for Tiffany jewelry once upon a time.

Retailing for $9,999, the coins can’t be spent, but will give holders access to exclusive Tiffany events.

 Related stories will be right here … 

Last April Fool’s Day, Tiffany announced it would be changing its iconic color from Tiffany Blue to Tiffany Yellow.


It didn’t really abandon Tiffany Blue, but it did later launch a new marketing campaign around Tiffany Yellow.

The company temporarily remodeled its Rodeo Drive location in California with yellow furniture, fixtures, and yellow jewelry boxes and shopping bags.
 
There was even a “Yellow Diamond Café” within the store and an exhibit of yellow diamonds, including the famous 128.54-carat Tiffany Diamond.

Since acquiring the company in 2021, owner LVMH has been looking to revamp the storied jewelry brand, drawing in younger customers via new marketing tactics.

Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

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