Tiffany & Co. is over 180 years old, but that doesn’t mean the venerable blue box can’t innovate. Today, the company announced a new personalization space called “Make it My Tiffany” at its Rockefeller Center location. A monogram-lover’s dream, the pop-up shop will give shoppers the chance to engrave personalized symbols or sketches onto a number of products.
According to a press release from the company, the “product assortment will highlight Tiffany’s vast personalization and customization capabilities.” It’s unclear how much these services will cost at this point.
The pop-up will be open through December 2018, making it Tiffany’s first Northern America shop to introduce a dedicated personalization space. While some other stores can provide on-site engraving, offerings differ depending on location.
Tiffany’s has launched several initiatives in recent months aimed at a younger audience. The company’s latest ad (below) features 20-year-old ingenue Elle Fanning and rapper A$AP Ferg.
And back in May, it launched a fleet of Tiffany blue taxi cabs, and decked out New York City bodegas in its iconic blue hue for the launch of its jewelry collection, Paper Flowers.
There’s a #TiffanyBlue takeover in #NYC. Find out where with the link in our bio. 📸: @arnold_daniel
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The jeweler also introduced its first-ever retail dining location in Manhattan last November. In less than a year, the breakfast spot, called the Blue Box Café, has quickly become a tourist favorite.