Tiffany and Co. has been in the market over a hundred years. They maintain their customers by more than a blue box.
The Blue Box
The blue box has been every girl’s dream. Tiffany and Co. started their career at 1837, found by Charles Lewis Tiffany and John B. Young. Unlike any other successful jewelry brand, Tiffany and Co. started its empire in the New York City. The store came in at the right time, when the women in New York were tired of the Victorian style jewelry; therefore, once Tiffany and Co. produced the “American style”, people went crazy. Tiffany and Co. started to build their reputation at 1867, where they attended Paris World’s fair. The community was surprised by this new style of jewelry. However, Mr. Tiffany knew that a brand would not survive through time if it did not have something that is different from others. Thus, he created the idea of having the engagement ring. He made the blue box a legend. (“About Tiffany & Co.”)
The blue box made its first appearance in 1837 in the catalog of Tiffany's. It is also called the Forget-Me-Not Blue. Mr. Tiffany chose the color because in the Victorian era, bride likes to give out a box with turquoise in it to the guests.
The blue box made its first appearance in 1837 in the catalog of Tiffany's. It is also called the Forget-Me-Not Blue. Mr. Tiffany chose the color because in the Victorian era, bride likes to give out a box with turquoise in it to the guests.
Why are they so successful?
Back in the days, diamond was only for wealthy people. Mr. Tiffany totally changed the stereotype. The trick of making customers loyal to one particular brand is to make them believe in a message. In Tiffany’s case, the company used commercials to make the customer believe that “diamond” is a necessity, not a luxury; therefore, everyone deserves diamond. Everyone deserves true love. The blue box becomes a symbol of proposing and marriage. (Cayo)
Brand Identity
Tiffany and Co. has been trying to create an identity that send out the message of “Dreams Can Still Come True, Give her the ring of her dreams. For less than you imagine, the best there is,” which that true love links directly to Tiffany. However, customers would never be satisfied with the same thing over years. That is when innovative designers come into the process; a good designer would create something that leaves an impression in consumer’s mind. In recent years, Tiffany and Co. has been developing different series, not just focusing on diamond but also silvers. This makes the younger customer could afford a Tiffany as well. Tiffany and Co. tries to widen the customer age in order to create more business.