One of the most important marketing decisions Tiffany made was officially trademarking the now-famous Tiffany Blue—a sophisticated robin’s egg blue—which has become a marker of timeless elegance. The color's origins can be traced back to France’s Second Empire when Empress Eugénie, one of the greatest icons of the 19th century, adopted robin’s egg blue as her signature color in 1854.
This choice resonated globally, quickly becoming a beloved color. Recognizing the opportunity, Charles Lewis Tiffany swiftly adopted the color as Tiffany & Co.’s official hue. The eye-catching yet elegant blue soon graced their packaging and branding, becoming an unequivocal symbol of the company's identity.
Trademarked as the “#1837 Pantone Color” in honor of Tiffany & Co.'s founding year, Tiffany Blue is notoriously difficult to replicate. The exact formula remains a closely guarded secret, though many have attempted to capture its essence.
Charles Lewis Tiffany by Jessie Tarbox Beals,
c. 1902, gelatin silver print, from the National Portrait Gallery. 1902. Source.
Tiffany's Blue Book, first introduced in 1845 by Charles Lewis Tiffany, holds a significant place in American retail history. As the country's first mail-order catalog, it initially showcased a wide variety of goods. Over time, it transformed into a highly anticipated publication focused on the most exquisite and captivating jewels. Today, the Blue Book remains a coveted item, especially for those captivated by Tiffany's most dazzling and awe-inspiring gemstones.
The Making of an Icon
Tiffany Blue Book
"King of Diamonds"
In 1848, amidst the political upheaval following King Louis-Philippe of France's abdication, Charles Lewis Tiffany made a groundbreaking purchase of diamonds from fleeing French aristocrats. This acquisition marked the debut of major gemstones in the United States and established Tiffany’s diamond business as legendary. By 1850, Tiffany had expanded its reach by opening a branch in Paris, enabling even more remarkable acquisitions. The company's fervor for royal jewels reached its zenith in 1887 when Tiffany acquired approximately one-third of the French crown jewels. Among the eager buyers were Mrs. Joseph Pulitzer, who acquired Empress Eugénie’s necklace adorned with four enormous diamond rivières, and New York's socialite queen Caroline Astor, who collected the Empress’s opulent diamond corsage ornaments.
Tiffany & Co. Kashmir Sapphire Necklace, circa 1895
Portraits of Emperor Napoleon III and Empress Eugénie by Studio of Franz Xaver Winterhalter
The world-famous Tiffany Diamond, acquired by Tiffany & Co. in 1877, further cemented the company's illustrious status. Originally a 287-carat rough stone from South Africa, its purchase was a gamble due to the stone's uncertain quality. However, Tiffany saw its potential and sent it to Europe for cutting. The result was an extraordinary 128.54-carat gem with 82 facets—a unique feature at the time—that gave the diamond an unmatched modern brilliance.
The Tiffany Diamond, which earned Charles Lewis Tiffany the title of “King of the Diamonds,” remains a cornerstone of the brand, exemplifying Tiffany’s dedication to exceptional craftsmanship and visionary innovation. It has played a significant role in popular culture, most famously worn by Audrey Hepburn as publicity for Breakfast at Tiffany’s, and later by Lady Gaga at the 2019 Oscars and Beyonce during a Tiffany advertising campaign.
Charles Lewis Tiffany (left) in his store. Circa 1887. Source.
Tiffany & Co. Untreated Yogo Sapphire Bracelet, circa 1920s
Celebrities wearing Tiffany's iconic yellow diamond.
The superior quality and monumental size of this outstanding 20.10-carat Asscher cut diamond is a testament to the superb workmanship and discerning eye of legendary jewelers Tiffany & Co. M.S. Rau, sold.
A fancy vivid yellow diamond is paired with a fancy vivid intense yellow diamond to form the focal point of this ring by Louis Comfort Tiffany, the son of Charles Tiffany. Circa 1915. M.S. Rau, sold.
No detail was overlooked by Tiffany & Co. in creating this masterpiece centered by a stunning Type IIa Golconda diamond. M.S. Rau, sold.