Tiffany & Co.

The same diamond costs roughly thirty percent less on Forty seventh Street in Manhattan than at Tiffany & Co. The difference isn't in the stone. It's in the blue box. In nineteen ninety one, Tiffany's blue became a trademarked colour. The packaging became the entire product. Tiffany understood luxury goods aren't consumed for their physical properties alone. The box signals to the world that the receiver is worth something exclusive. It tells the giver they spared no expense. Tiffany owned the moment of giving itself. The company never competed on carat weight or clarity.