Majors

Tiffany & Co. Embraces April Fool’s Joke

MajorsJun 08, 2021

Tiffany & Co. Embraces April Fool’s Joke

After jokingly changing its signature color, the jeweler opened a “Tiffany yellow” pop-up in its Rodeo Drive store.

The Tiffany Diamond, a 128-carat fancy yellow diamond, was part of an exhibit at the “Tiffany Yellow” pop-up at the jeweler’s Rodeo Drive location. (Image courtesy of Tiffany & Co.)
New York—Tiffany & Co. took its April Fool’s Day joke and ran with it.
 
On April 1, the jewelry giant jokingly introduced a new house color via Instagram, swapping its iconic Tiffany blue for a bright yellow.

It turned its prank into reality in late May via a new marketing campaign, temporarily remodeling its Rodeo Drive location in California with yellow furniture, fixtures, and yellow jewelry boxes and shopping bags. 
 
There was a “Yellow Diamond Café” within the store, serving on-brand treats like ginger turmeric lattes, lemon soda and honeycomb ice cream, as reported by WWD.
 
WATCH: Walk Through The Pop-Up
Offering a novel experience is one way retailers can entice customers back into stores as COVID-19 restrictions ease, Tiffany showed. 
 
Visitors to the pop-up could walk through an exhibit of yellow diamonds, including the famous 128.54-carat Tiffany Diamond.
 
New owner LVMH has been looking to revamp the storied jewelry brand, drawing in younger customers via new marketing tactics.
 
Just as a certain variety of pink has earned the moniker “millennial pink,” yellow is a color commonly associated with Gen-Z. Pantone even recently named its lemon-yellow hue, called “Illuminating,” one of the 2021 colors of the year.
 
Tiffany is expected to roll out the concept to other locations but has not announced the next pop-up location. 
 Related stories will be right here … 

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

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