Birks and Tiffany & Co. each have a different shade of blue associated to their brand. Americn brand Tiffany & Co. is known for its robin’s-egg shade of blue box while the Birks box comes in a deeper and richer shade of blue. Tiffany has trademarked its particular shade since it has been associated with the brand from the beginning, 177 years ago. Birks’ connection to its own shade of blue box started in the 1940s after the brand changed to it from a grey colour.
Blue has been a popular colour for the jewellery industry as a colour linked to prestige and luxury, especially when it comes to royal blue due to its natural associations. Another colour strongly associated with jewellery and luxury throughout the years is the colour red.
JoAnn Hines, a product packaging consultant, told the Financial Post that, “Royal blue is a strong, emotive colour. Darker, navy shades are used a lot in fashion, and show elegance, sophistication. Tiffany’s blue is more of a touchy-feely, soft blue.” CJ
Author: Canadian Jeweller Magazine Staff
Canadian Jeweller Magazine Staff is the shared byline for reporting filed by the magazine's editorial desk. Founded in 1879, Canadian Jeweller is the longest running jewellery business publication in Canada, covering market reporting, retail strategy, watches, diamonds, coloured gemstones and the commerce of the Canadian jewellery trade. Work published under this byline is edited and verified by the Canadian Jeweller editorial team in Toronto.
