ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
MajorsNov 09, 2017
Breakfast at Tiffany’s Is Now a Real Thing
The retailer just debuted the redesigned fourth floor of its flagship store, which now includes an all-day café.
Tiffany & Co.’s Blue Box Cafe, painted in the brand’s signature robin’s egg hue, is located on the fourth floor of its flagship store on Fifth Avenue and 57th Street in New York. It will open to the public Friday.
New York--Breakfast at Tiffany’s has evolved from being a popular ‘60s rom-com starring Audrey Hepburn to a real-life possibility.
On Wednesday night in New York, Tiffany & Co. fêted the reopening of its just-revamped fourth floor, which is home to accessories, tableware and, now, a café painted in the jeweler’s signature robin’s egg blue.
Jaye Thompson, who heads public relations globally for the retailer, said the redesigned floor was a collaboration between Richard Moore, Tiffany’s director of store design and visual merchandising, and new artistic director Reed Krakoff.
Tiffany named the accessories and fashion designer as its artistic director earlier this year--one in a series of executive moves, including a new CEO, the company made as it works to combat slumping sales.
Thompson said that Krakoff is weaving his style into everything Tiffany, from the stores to the websites to his first jewelry collection, which is set to debut next spring.
The retailer’s revamped fourth floor is lighter, brighter and more open, and it also includes less of something--merchandise.
Recognizing, like so many retailers, that stores today have to offer an experience, Tiffany cut back on its fourth-floor stock on display in order to dedicate space to the Blue Box Cafe and its on-site kitchen.
The café is open whenever the store is open and serves three meals a day as well as alcohol, which will be welcomed by anyone familiar with Fifth Avenue during the holiday season.
Also on the fourth floor, sprinkled in among the tableware, perfume and handbags, are a few of the items--in Tiffany terms, “Everyday Objects”--that have been lighting up the internet ahead of the grand reopening.
The $9,000 ball of yarn in sterling silver (pictured at left) had its own vitrine in the corner, and a sterling silver and enamel bandage box ($600) was among the objects under glass on the display table right off the elevator.
There was also the now-famous $1,000 “tin” can in sterling silver and vermeil, which Golf Digest described as an excellent alternative to “simply lighting the money on fire.”
So these “Everyday Objects”--the $9,000 ball of yarn, the $600 bandage box--were made by Tiffany simply to create a social buzz before the big opening, right?
In an answer that was neither a yes nor a no, Thompson said creating objects like these was “an expression of the quality we have here in
the business” and allowed Krakoff to have some fun with the artisans at his disposal.
He added that earlier, he saw a woman buying the $55,000 watering can and, for the record, a National Jeweler editor saw a few party guests getting the “tin” cans engraved, so those apparently are of interest as well.
Thompson also pointed out that objects like the yarn, “tin” can and bandage box don’t comprise the bulk of the Everyday Objects collection.
Tiffany’s new Home & Accessories floor, including the Blue Box Cafe, is located on the fourth floor of its New York flagship, 727 Fifth Ave., at 57th Street.
The café is open during store hours, 10 a.m. to 7 p.m. Reservations are not required.
It officially opens to the public Friday.
He added that earlier, he saw a woman buying the $55,000 watering can and, for the record, a National Jeweler editor saw a few party guests getting the “tin” cans engraved, so those apparently are of interest as well.
Thompson also pointed out that objects like the yarn, “tin” can and bandage box don’t comprise the bulk of the Everyday Objects collection.
Tiffany’s new Home & Accessories floor, including the Blue Box Cafe, is located on the fourth floor of its New York flagship, 727 Fifth Ave., at 57th Street.
The café is open during store hours, 10 a.m. to 7 p.m. Reservations are not required.
It officially opens to the public Friday.
More on Majors
The Latest
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
