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No Joke: Tiffany Doubles Down On Bright Yellow May 30, 2021 (0 comments)

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Beverly Hills, CA—When Tiffany’s Rodeo Drive location suddenly popped up in a brilliant lemon-yellow paint job instead of its trademark robin’s egg blue in April, everyone assumed it was an April Fool’s Day prank. 

Marketing stunt, yes. But no joking matter.

The Fashion Law reports that 29-year-old Alexandre Arnault, son of LVMH CEO Bernard Arnault—you remember that’s Tiffany’s new owner—is behind the paint. The younger Arnault revealed online last week that after receiving positive viral social media results, the jeweler will swap in that same yellow on select stores across the globe over the coming year. 

In its supposed prank last month, the brand temporarily remodeled its Rodeo Drive location with yellow furniture, fixtures, and even boxes and bags. Part of it was to highlight a display of a collection of yellow diamonds, including the famed “Tiffany Yellow” diamond of almost 130 carats.  

Tiffany's Rodeo Drive location in its normal color scheme, above, (image, Business Journals) and in its new coat of yellow paint, below (image, WWD).

The younger Arnault, credited with revamping luggage brand Rimowa with a hipster attitude, is part of Tiffany’s efforts to draw in younger consumers. But it’s also a clear example of LVMH’s plan to revamp the 184-year old Tiffany brand. The brand's official Instagram introduced it as its "new House color" #TiffanyYellow.

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