Majors

Breakfast at Tiffany’s Is Now a Real Thing

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.

20171109_Tiffany-cafe-1.jpg
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.


A close-up of the table setting in the Tiffany Blue Box Cafe
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.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Jewelers of America in Washington DC
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC

The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.

Tiffany & Co. Pop Up at U.S. Open
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US Open

The pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.

Bellman’s Jewelers The Truthful Jeweler Alex Bellman
IndependentsAug 20, 2025
Bellman’s Jewelers Opens Second Store After COO's TikTok Takes Off

The New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Stock image of police cars with lights flashing
CrimeAug 20, 2025
Another CA Jewelry Store Rammed With Car, Robbed

The latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.

Weekly QuizAug 15, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Oris New York Harbor Limited Edition II Watch
WatchesAug 20, 2025
Oris Launches Watch Benefiting NYC Harbor Oyster Restoration

The new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.

Jewelers for Children logo
Events & AwardsAug 20, 2025
Take the Jewelers for Children ‘Trinity of Purpose’ Challenge

Participants who attend any three Rings of Strength events will be awarded a special medal.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Lulo Rose pink diamond
SourcingAug 19, 2025
Dubai’s Jemora Group Buys Diamond Miner Lucapa

The investment company, founded by Dev Shetty, has acquired the struggling miner and its assets, including the Lulo mine in Angola.

National Jeweler columnist and jewelry sales expert Peter Smith
ColumnistsAug 19, 2025
Peter Smith: The Arrival Fallacy and Jewelry Retail

Smith shares wisdom he gleaned from a podcast he was listening to one morning while being walked by his dog, a Malshi named Sophie.

Fake Van Cleef & Arpels Alhambra earrings
CrimeAug 19, 2025
Customs Seizes 7,300 Pairs of Fake ‘Alhambra’ Earrings

The counterfeit Van Cleef & Arpels jewels would have been worth more than $30 million if genuine.

MJSA Logo
MajorsAug 19, 2025
MJSA Apprenticeship Program Is Nationally Recognized

The MJSA Mentor & Apprenticeship Program received the Registered Apprenticeship Program designation by the U.S. Department of Labor.

Masaki Obu
WatchesAug 19, 2025
Casio America Names New Timepiece Division Manager

Casio executive and watch enthusiast Masaki Obu is the new general manager of its U.S. timepiece division.

Michael Barabash and husband Raymond Cuadrado
MajorsAug 18, 2025
Verragio’s Michael Barabash, a ‘Kind Soul,’ Dies at 58

Barabash, Verragio’s client relations representative, was a vital member of the team and is remembered as being warm and full of life.

John Hardy Dot Coil Necklace and Dot Hoop Earrings
CollectionsAug 18, 2025
John Hardy’s New ‘Dot’ Collection Is on Point

Originally introduced in 1992, the “Dot” collection is back with a capsule featuring five archival designs and three new creations.

IJO Vendor of the Year Allison-Kaufman
Events & AwardsAug 18, 2025
IJO Announces 2025 Vendor of the Year

Allison-Kaufman has received the honor for the fourth year in a row.

Image of Winona Ryder and Iman from Pandora’s Be Love marketing campaign
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans

The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.

Taylor Swift Etho Maria ruby earrings The Life of a Showgirl TS12
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings

Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.

Audemars Piguet Starwheel Watch
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in Manufacturer

Its investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.

Nicolette Bianchi
MajorsAug 15, 2025
Rio Grande Names New Marketing Director

Nicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.

Pippa Small Myanmar Fish Cluster
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’

Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.

Casio America CEO Yusuke Suzuki
MajorsAug 14, 2025
Casio America Names New CEO

Longtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.

LA Trading Day
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LA

The full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.

Cristiano Ronaldo and Stephanie Gottlieb Ring
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut Diamond

Model Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.

International Colored Gemstone Association logo
SourcingAug 13, 2025
ICA Names 2025 Board of Directors

The board elected 9 new directors at its recent ICA Congress in Brazil.

Whiskey Barrel Ring
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring Giveaway

Three winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.

People shopping in a mall
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRF

JD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy