It’s no joke . . . Tiffany really is going yellow

John Jeffay

It started as an April Fool’s joke – but Tiffany & Co really is replacing its iconic robin-egg blue with a bright yellow house color. 

At least in some locations, and for a limited period.

The Rodeo Drive store, in Beverly Hills has had a (temporary) yellow makeover and selected outlets globally will follow suit.

Tiffany & Co fooled some of its Instagram followers on 1 April  when it posted a picture of a yellow box with the message “tiffanyandco Introducing our new House color“.

Tiffany sets great store by its particular shade of blue – Pantone 1837 (named after the year the company was founded) – and had it trademarked in 1998.

But the LVMH buyout earlier this year may signal a greater willingness to break with tradition.

Alexandre Arnault, new executive vice president of product and communications at Tiffany, has pledged to “focus on advertising campaigns and luring young customers“.

Source Idexonline