Since its foundation in 1845, Tiffany & Co. has set the standards of elegance, celebrated the most beautiful romances, sealed the most sincere love stories in exceptionally sophisticated attire. And it is at the heart of a mystical blue box that the most desirable jewelry found its niche. All across the world, the blue Tiffany box has become a symbol – a sign which, literally, makes one’s heart skip a beat.
“I believe there was firstly a desire to symbolize that idea of optimism, energy and New-York love. It has been proven, for that matter, by scientific studies which were conducted seriously, that when you show women or men this blue box their heart beats 20% faster. Which is astounding!” explained a previous chief executive of the company, Frédéric Cumenal, in 2014.
Chosen by the founder Charles Lewis Tiffany for the cover of the first ever Blue Book – the exquisite collection of hand-crafted jewelry from the company – the color then evolved into a worldwide sign of luxury and delight. A hue which evokes the escape, calm and freshness of the sea; the Tiffany blue is indeed all these things at once. In 1906 already, the New York Sun reported: “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.”
To this day, merely seeing one of these boxes can provoke the feeling of a spectacular gift in anybody. Through this prestigious blue, Tiffany & Co. really capture the big dreams of a world which hopes for legends. A world where jewelry and fine attire fulfill the clients’ desire for charm, and add greater wonder. Indeed, Tiffany’s blue box contains more than a treasure – it signals the excellence of the master craftsmen of the company, and at the same time it encapsulates mankind’s undying love for that which is beautiful!
The Tiffany Blue, Some Key Dates
Years pass but the Tiffany & Co. label continues to keep promises and dreams through their legendary Tiffany Blue.
2018: For the spring campaign, Tiffany & Co. show Elle Fanning leaving a world of black and white to dive into a world of blue.
2018: A new watch in blue, The Tiffany Micro Watch is now available.
2018: As a part of the Greenhouse Project, Marilyn Minter creates a house filled with Tiffany jewelry reflecting the color blue.
May 2018: Tiffany & Co. aim to bring their trademark Tiffany Blue to the streets of New York city in honor of an iconic collection.
2017: As part of the Christmas campaign Tiffany again promote the iconic blue box.
2017: During the presidential inauguration last year Malania Trump gifted Michelle Obama with a Tiffany box.
2017: Located on the 4th floor of the New York flagship store, Tiffany & Co. present their Blue Box Café.
2017: “Imagination and creativity explode” in the 2017 Blue Book.
2017: Tiffany & Co. host a Blue Book Gala.
2015: The Tiffany campaign “Joy Comes Out of the Blue” promotes the blue box once again.
2014: Tiffany & Co. patent the famous blue box.
2013: A 2013 Blue Book is released, with several pieces presented in Tiffany Blue.
2013: During its 2013 campaign, A Very Tiffany Holiday, the company yet again promoted the blue box but this time with a twist: a gorgeous red bow.
2013: The 1837 collection in honor of the company’s 175th anniversary features several Tiffany Blue pieces.
2013: The Rockefeller Center was lit in blue for the Blue Book Ball and a giant blue Tiffany box was opened at the site.
2011: It the 2011 Christmas campaign, Blue is the color of dream, Tiffany & Co. put their iconic blue box center stage once again.
2010: The Have yourself a Merry little Christmas campaign in 2010 put a particular emphasis on the pretty blue box.
2002: In the film, Sweet Home Alabama Patrick Dempsey proposed to Reese Witherspoon in the most romantic of ways, in a Tiffany store filled with little blue boxes.
2009: The 2009 campaign, Give voice to your heart, again celebrates with the iconic box.
1906: Charles Lewis Tiffany decides that every Tiffany product must be sold in a blue box and equally that an authentic Tiffany blue box can only be obtained through purchasing a Tiffany product.
1897: A second edition of the Blue Book is released.
1845: The first edition of the Blue Book is published.
1837: The color’s official title is “1837 Blue” in honor of the date of the first sale at Tiffany & Co.
1837: The Tiffany Blue Box is introduced.