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.

The Latest

CollectionsJun 18, 2021
Piece of the Week: Colette’s Rainbow Eye Pendant

It’s a new addition to the designer’s charm collection.

FinancialsJun 18, 2021
Jewelry Sales Surge in May, Says Mastercard

U.S. jewelry sales were up more than 200 percent year-over-year in May while also exceeding pre-pandemic levels.

Recorded WebinarsJun 17, 2021
Watch: How to Ace the Branding Game

Simon Mortimer offers must-know branding basics for companies that are just starting out or looking for a refresh.

Brought to you by
How to Engage and Sell to Millennials

Millennials were once feared in the diamond industry, but now this younger generation has become today’s largest diamond buying demographic.

CollectionsJun 17, 2021
Foundrae Has an Epic Charitable Giveaway in Honor of Juneteenth

All proceeds of “Juneteenth Medallion” sales, as well as raffle tickets, benefit organizations that support BIPOC.

Weekly QuizMay 20, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of June 14-18, 2021.
Take the Quiz
SourcingJun 17, 2021
Le Vian Donates Aquaprase Specimens, Jewels to New York’s AMNH

Two rough stones, three polished gems, and two jewels are in the museum’s redesigned gem and mineral halls.

TrendsJun 17, 2021
Amanda’s Style File: For the Fellas

In honor of Father’s Day, Amanda Gizzi rounds up gifts for Dad.

Brought to you by
A New Golden Age

Gold has had its share of ups and downs over the last 5 decades. Here’s why the metal is having another big comeback.

Events & AwardsJun 17, 2021
Jewelers for Children Brings Back Live Events in Vegas, Dallas

There will also be a virtual component for those not in attendance.