BLUE BOX
Brands differentiate themselves with their names, logo, color, product, features, process, promotion and of course packaging. In a cluttered world it is increasingly difficult to differentiate. But there is a brand since 1837 have played on the positive emotional responses of its customers not with the product nor by its advertisements. This jeweler store is an iconic brand.
The heritage of Tiffany & Co.—the diamonds, the glamour, the storied bequest of movies and song—is richly reflected in the signature Tiffany Blue that wraps the jeweler’s every creation. One peek at this splendiferous imbue kindles not only exhilaration, but also admiration for a legendary style established 175 years ago.
During the late 1880s, a distinctive shade of blue was chosen for use on Tiffany boxes, shopping bags and catalogues, as well as in advertising and other promotional materials. Over time, this burnished color became so closely identified with Tiffany & Co. that it is today universally identified as the trademark Tiffany Blue. No longer merely a color, the shade has made the Tiffany Blue Box an icon signifying the excellence of all Tiffany & Co. designs.
The color known as Tiffany Blue was chosen by founder Charles Lewis Tiffany for the cover of Blue Book, Tiffany’s annual collection of exquisitely handcrafted jewels, first published in 1845. Also referred to as robin’s-egg blue or forget-me-not blue, this unique color may have been chosen because of the popularity of the turquoise gemstone in 19th-century jewelry.
(Charles Lewis) Tiffany has one thing in stock that you cannot buy of him for as much money as you may offer; he will only give it to you. And that is one of his boxes. The rule of the establishment is ironclad, never to allow a box bearing the name of the firm, to be taken out of the building except with an article which has been sold by them and for which they are responsible.
Charles Tiffany’s coveted box is today an international icon of elegance and sophistication.
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