Headlines

Tiffany’s New Advertising Campaign Inspired by Legal Spat With Costco

Published

9 years ago

March 2, 2016

INSTORE Staff

The jewelry maker is taking a different marketing angle.

The recently launched advertising campaign from Tiffany & Co. highlights the 130th anniversary of its notable “Tiffany” ring setting – the same setting that’s the subject of a lawsuit that the jewelry maker filed against Costco in 2013, CultureMap Houston writes.

The article says that the lawsuit originates from when Tiffany found rings in a display case at a California Costco “labeled with the word ‘Tiffany’ and discovered that a salesperson at the store there referred to them as such.” Costco defended itself by asserting that “Tiffany” is a generic term for a type of setting, but a U.S. District Court in Manhattan ruled that the discount chain knowingly infringed on Tiffany’s intellectual property. Now, Tiffany is trumpeting quality in its latest ads, which depict the “hard work of its top gemologist, as well as the specialists who set and polish the diamonds.”

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”