AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
MajorsSep 08, 2015
Tiffany triumphant in Costco trademark case
Tiffany & Co. has notched a huge legal victory, with a federal judge granting its motion for summary judgement and rejecting arguments that the term “Tiffany” has become generic.
New York--Tiffany & Co. notched a huge legal victory this week, with a federal judge granting its motion for summary judgement in its lawsuit against Costco and rejecting arguments that the term “Tiffany” has become generic.
U.S. District Judge Laura Taylor Swain granted Tiffany’s motions for summary judgement on claims of trademark infringement and trademark counterfeiting on Tuesday while dismissing Costco’s counterclaim that the “Tiffany” mark has become generic.
Tiffany filed a lawsuit against Costco nearly three years ago, accusing the Issaquah, Wash.-based retailer of confusing consumers by selling rings in its stores with signs identifying them as “Tiffany” even though they aren’t genuine Tiffany & Co. rings.
Costco fired back with a counterclaim alleging that “Tiffany setting” had been in use so long that it had become a generic term that could be used to describe any setting comprised of multiple slender prongs extending upward from a base to hold a single gemstone.
Costco asked the court to declare invalid Tiffany’s federal trademark registrations that prevent other retailers from using the term “Tiffany setting.”
While the court agreed to hear arguments about the term “Tiffany” being generic in terms of ring settings, it ultimately found that Tiffany has “proffered uncontroverted evidence demonstrating the strength of its mark,” Tuesday’s ruling states.
The judge writes in her decision that the most significant evidence is a report by Bain & Co. that states that Tiffany “claims the largest share of the female mind in the U.S.” when it comes to name recognition in jewelry brands.
While Costco argued that “the plain word Tiffany … is ‘weak’ in many ways,” it didn’t gather any reliable evidence to back up its assertion, court papers state.
The ruling also notes that Tiffany interviewed six different consumers who had purchased rings labeled as Tiffany at Costco and found that they all thought they had a genuine Tiffany & Co. ring. One woman even cried when the diamond fell out of what she believed was a Tiffany ring, court papers state.
A jury will determine punitive damages in the case at a later date.
Costco did not respond to request for comment on the ruling by deadline.
Tiffany filed suit against Costco Wholesale Corp. on Valentine’s Day 2013.
According to the original suit, a shopper at a Costco in Huntington Beach, Calif. first made Tiffany aware that Costco was selling rings marked as Tiffany.
Editors' Picks
Sponsored by
From there, the New York-based retailer launched its own investigation and, according to the lawsuit, eventually discovered that for years Costco had been selling rings in its stores with signs reading “Tiffany” but not labeling them as such online. This was done so Tiffany wouldn’t find out about it via its normal trademark policing procedures, the lawsuit states.
In a company statement issued late Tuesday, Tiffany general counsel Leigh Harlan said, “We are gratified that the court found that Costco’s use of the Tiffany trademark infringed on our rights. We believe this decision further validates the strength and value of the Tiffany mark and reinforces our continuing efforts to protect the brand.”
More on Majors
The Latest
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
Weekly QuizAug 29, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US OpenThe pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.
