If you follow the main media outlets you’ve probably read about the federal court’s ruling on the complaint Tiffany and Company brought forth against Costco.
The luxury jewelry brand filed the complaint on Valentine’s Day in 2013 after learning from a customer that Costco was selling rings marked with “Tiffany” signage.
Following the ruling, Tiffany and Company shared the following statement to CNN. “The ruling validates the strength of the Tiffany trademark and the value of our brand, and most importantly, sends a clear and powerful message to Costco and others who infringe the Tiffany mark.”
“We brought this case because we felt a responsibility to protect the value of our customers’ purchases,” the company added. “It is critically important that the Tiffany name not be used to sell any engagement ring that is not our own.”
As someone who owns an authentic Tiffany and Company ring I have two thoughts:
1.) Why would anyone believe they could buy a Tiffany ring at a much lower cost from a place like Costco? Anyone who knows the Tiffany brand understands the allure of it and that you can’t even access a Tiffany Blue bag from the store without making a purchase.
2.) I give kudos to Tiffany for filing the complaint. There are many reasons I love the iconic brand but the timelessness and traditions are two of the top ones. I applaud Tiffany and Company for ensuring that the customers with authentic rings be protected.
I find it so upsetting that this type of thing happens so frequently. I hope moving forward other companies in a similar situation file complaints and are validated.
To read more on the details of the complaint and the ruling check out the following articles: