As LVMH has just acquired the emblematic Tiffany’s house for 14,7 billion euros, let’s go back to colour emblematic of the Tiffany’s universe: Tiffany blue, or the adored colour.
Since its creation in 1845, Tiffany & Co has defined the canons of elegance, celebrated the most beautiful romances, sealed the most sincere loves with utmost sophistication. It is at the heart of the blue coloured box now become iconic that are nestled the highly desirable jewels. All over the world, the blue Tiffany box has become a reference – a sign the literally makes the heart flutter. “I believe that there was first a willingness to symbolise an idea of optimism, energy and New York. Love. It is even proved by entirely serious scientific studies that when you expose men and women to this blue box – the heart beats about 20% more quickly. Which is stupefying!” Underlined the previous general director of the house, FrĂ©dĂ©ric Cumenal, in 2014.
Selected by the founder Charles Lewis Tiffany for the cover of the very first Blue Book – the exquisite collection of artisanal jewels by the house – the colour transformed itself into a universal sign of luxury and voluptuousness.. A tint that evokes the escapism, calm and freshness of an aquatic setting: the Tiffany blue is all of that at once. In 1906 already, the New York Sun reported: Tiffany posses, in his store, something that he will refuse to sell you no matter the amount of money you offer. This thing, and he will insist to give you one, is one of his boxes”.
Even today, the simple sight on one of these boxes arouses in all of us the feeling of a great gift. Through this blue, eminently complicated to receive, Tiffany & Co captures in reality the ambitious dream of a desirable world of legends. A world where clients fond of charm and magic are adorned by the marvels of the jewels. Yes, the blue box of Tiffany’s encloses much more than a treasure – it signals the excellence of the house’s master artisans as well as man’s eternal love for beauty!
The Tiffany Blue in a few key dates
The years pass but the Tiffany’s house continues to carry promises and dreams through its legendary Tiffany Blue
2018 : For its spring campaign, Tiffany’s shows Elle Fanning coming out of a black and white world and diving into a world covered in blue
2018 : A new blue-dialled watch, the Tiffany Micro Watch, is launched for sale
2018 : In relation to the Greenhouse Project, Marilyn Minter creates a house filled with silver Tiffany jewels on which the colour blue is reflected
2017 : The Christmas campaign, Tiffany Christmas, puts to the forefront the little blue box
2017 : During the presidential transfer Melania Trump offered Michelle Obama a Tiffany’s gift, recognisable by the blue box
2017 : On the fourth floor of its New York flagship, Tiffany’s opens its Blue Box Café
2017 : Tiffany’s edits a new Blue Book
2016 : After the annual Blue Book edition, a Blue Book Gala is organised
2015 : The new Blue Book is remarkable – made spectacular by the Turquoise Necklace
2015 : The Christmas campaign, Joy comes out from the Blue, puts forward the blue box
2014 : The Tiffany & Co house patents the famous blue box
2014 : A new blue-tinted Tiffany & Co boutique opens on the Champs Elysées
2014 : Valeria Garcia creates a Christmas campaign putting forward the Blue Tiffany
2013 : A third edition of the Blue Book is edited, present many pieces in Tiffany Blue and makes the occasion for a Gala
2013 : For its Christmas campaign, A Very Tiffany Holiday, the house puts forward once again the value of the blue box – but this time revisited with a red ribbon
2013 : The Rockefeller Centre is lit up in blue for the Blue Book Call and a giant blue Tiffany box is exhibited in the front
2013 : For its 175th birthday, the house creates a series of rings set with a fancy intense bluish-green diamond of 2,51 carats
2011 : In its Christmas campaign, Blue is the colour of dream, Tiffany’s puts forward only its pretty blue box
2010 : The Christmas campaign, Have yourself a Marry little Christmas, Tiffany’s puts forward in particular its blue box
2009 : The Christmas campaign, Give voice to your heart, has the famous blue box as its centre piece
2002 : In the film, Sweet Home Alabama, Patrick Dempsey makes the most romantic of proposals to Reese Witherspoon in a Tiffany’s boutique amidst blue boxes
1961 : Tiffany & Co launches a guide on etiquette with the cover in the famous blue colour
1906 : Charles Lewis Tiffany declares that all Tiffany products must be sold in their blue box and that all blue Tiffany boxes can only be obtained through the purchase of a Tiffany Jewel
1897 : A second edition of the Blue Book is edited
1889 : During the Paris Exposition Universelle, a blue Tiffany pavilion is mounted
1845 : A pouch, bag, and case come to complete the packaging
1845 : Charles Lewis Tiffany chooses to deposit the Tiffany Blue at Pantone
1845 : A first edition of the Blue Book is published
1837 : The first Tiffany’s jewels are already sold in a little blue box