SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
MajorsNov 09, 2017
Breakfast at Tiffany’s Is Now a Real Thing
The retailer just debuted the redesigned fourth floor of its flagship store, which now includes an all-day café.
Tiffany & Co.’s Blue Box Cafe, painted in the brand’s signature robin’s egg hue, is located on the fourth floor of its flagship store on Fifth Avenue and 57th Street in New York. It will open to the public Friday.
New York--Breakfast at Tiffany’s has evolved from being a popular ‘60s rom-com starring Audrey Hepburn to a real-life possibility.
On Wednesday night in New York, Tiffany & Co. fêted the reopening of its just-revamped fourth floor, which is home to accessories, tableware and, now, a café painted in the jeweler’s signature robin’s egg blue.
Jaye Thompson, who heads public relations globally for the retailer, said the redesigned floor was a collaboration between Richard Moore, Tiffany’s director of store design and visual merchandising, and new artistic director Reed Krakoff.
Tiffany named the accessories and fashion designer as its artistic director earlier this year--one in a series of executive moves, including a new CEO, the company made as it works to combat slumping sales.
Thompson said that Krakoff is weaving his style into everything Tiffany, from the stores to the websites to his first jewelry collection, which is set to debut next spring.
The retailer’s revamped fourth floor is lighter, brighter and more open, and it also includes less of something--merchandise.
Recognizing, like so many retailers, that stores today have to offer an experience, Tiffany cut back on its fourth-floor stock on display in order to dedicate space to the Blue Box Cafe and its on-site kitchen.
The café is open whenever the store is open and serves three meals a day as well as alcohol, which will be welcomed by anyone familiar with Fifth Avenue during the holiday season.
Also on the fourth floor, sprinkled in among the tableware, perfume and handbags, are a few of the items--in Tiffany terms, “Everyday Objects”--that have been lighting up the internet ahead of the grand reopening.
The $9,000 ball of yarn in sterling silver (pictured at left) had its own vitrine in the corner, and a sterling silver and enamel bandage box ($600) was among the objects under glass on the display table right off the elevator.
There was also the now-famous $1,000 “tin” can in sterling silver and vermeil, which Golf Digest described as an excellent alternative to “simply lighting the money on fire.”
So these “Everyday Objects”--the $9,000 ball of yarn, the $600 bandage box--were made by Tiffany simply to create a social buzz before the big opening, right?
In an answer that was neither a yes nor a no, Thompson said creating objects like these was “an expression of the quality we have here in
the business” and allowed Krakoff to have some fun with the artisans at his disposal.
He added that earlier, he saw a woman buying the $55,000 watering can and, for the record, a National Jeweler editor saw a few party guests getting the “tin” cans engraved, so those apparently are of interest as well.
Thompson also pointed out that objects like the yarn, “tin” can and bandage box don’t comprise the bulk of the Everyday Objects collection.
Tiffany’s new Home & Accessories floor, including the Blue Box Cafe, is located on the fourth floor of its New York flagship, 727 Fifth Ave., at 57th Street.
The café is open during store hours, 10 a.m. to 7 p.m. Reservations are not required.
It officially opens to the public Friday.
He added that earlier, he saw a woman buying the $55,000 watering can and, for the record, a National Jeweler editor saw a few party guests getting the “tin” cans engraved, so those apparently are of interest as well.
Thompson also pointed out that objects like the yarn, “tin” can and bandage box don’t comprise the bulk of the Everyday Objects collection.
Tiffany’s new Home & Accessories floor, including the Blue Box Cafe, is located on the fourth floor of its New York flagship, 727 Fifth Ave., at 57th Street.
The café is open during store hours, 10 a.m. to 7 p.m. Reservations are not required.
It officially opens to the public Friday.
More on Majors
The Latest
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
