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MajorsFeb 18, 2016
‘Tiffany Setting’ Shines in New Ad Campaign
Tiffany & Co.’s new advertising campaign is putting the spotlight on the artisans who hand-cut, polish and craft its diamond engagement rings.
New York--Tiffany & Co.’s new advertising campaign is putting the spotlight on the artisans who hand-cut, polish and craft its iconic diamond engagement rings.
Among the ad’s testimonials is one from diamond setter Tomasz Dziwura, who says, “I will craft a setting so flawlessly that the exquisite diamond seems to float, just as it was done 130 years ago.”
Another ad, from chief gemologist Melvyn Kirtley, reads “I will reject 99.96 percent of the world’s finest diamonds because there’s a difference between quality and Tiffany quality,” which Tiffany said also reminds brides-to-be that the brand’s diamond “superlative standards go beyond the 4Cs.”
Tiffany claims it employs a fifth C, “presence,” which grades a diamond’s brilliance, scintillation and dispersion.
The campaign, which will run for a year both in print and digitally under the hashtag #TiffanySetting, marks the 130th anniversary of the design, introduced in 1886 by founder Charles Tiffany. It follows the brand’s 2015 “I Will” campaign, which featured a same-sex couple, a first for the retailer.
The release of the campaign also comes after a federal judge ruled in Tiffany’s continuing legal battle with Costco that the term “Tiffany setting” could not be used by just anyone.
Tiffany originally filed suit against Costco on Valentine’s Day in 2013, accusing the warehouse club of selling rings in its stores labeled as having a Tiffany setting though the rings weren’t made by Tiffany & Co. Costco made a counterclaim that the term “Tiffany setting” had become generic, meaning it could be used by any company to describe a ring with multiple slender prongs holding a single stone.
While a judge ruled in Tiffany’s favor back in September, granting it summary judgement on grounds of trademark infringement and ruling that the term has not become generic, the two parties remain at odds over exactly how many rings Costco sold using the Tiffany brand name.
The two retailers currently are scheduled to meet back in court this June.
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