MajorsSep 28, 2021
Pandora Taps Gen Z Star Addison Rae for Ad CampaignMajorsApr 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.
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.
We’re launching our own cryptocurrency called TiffCoin—with exclusive product launches, NFT releases and invite-only events for top TiffCoin holders! Get some gold in your wallet with #TiffCoin: https://t.co/TlSZiB2xVM #TiffanyAndCo pic.twitter.com/9CsxqyizQc
— Tiffany & Co. (@TiffanyAndCo) April 1, 2022
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.
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.
More on Majors
The Latest
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in AustinThe Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
Weekly QuizSep 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand AmbassadorThe Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink DiamondThe Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in NovemberNYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé SaleU.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”
TrendsSep 03, 2025
Amanda’s Style File: A Perfect BirthstoneSapphire’s variety of colors make it the perfect birthstone for September.
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 SalesThe retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps DownNiccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in JapanThe three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ CollabThe collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
