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.
Editors' Picks
Sponsored by
The Latest
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
