Tiffany & Co. considering permanent color change of iconic blue box

Tiffany & Co. flagship store sign
Tiffany & Co. flagship store sign Photo credit Anthony Behar

It started out as an April Fool's joke.

Tiffany & Co. shocked fans earlier this year by "announcing" their iconic blue color was no more, and that their new "house color" would be yellow.

Well, this is a joke no more, as Tiffany & Co. might be considering a permanent change from their iconic Tiffany Blue to the new Tiffany Yellow.

The company announced that Tiffany pop up stores around the globe will bear the yellow color.

These potential changes come on the heels of new ownership from LVMH Moët Hennessy Louis Vuitton, per WWD.

The company has stated that it wants to "spend the next few years overhauling the jeweler from what was a more corporate American enterprise to a cutting-edge global player in luxury and fashion."

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