The Little Blue Box

The thing Tiffany's is known for the most, is not the quality of the product, or the many different jewelry designs they have to accommodate many different customers taste. The are most recognized by what their expensive jewelry comes in.... A little Blue Box.

Now its obviously not actually the fact of just owning the box, or that its made out of really good quality, and people will use it for other things. Its what this little blue box represents. It represents the quality you are getting, the high taste level that tiffany's is known for and most importantly, the high status it represents. The level of class and sophistication.

I went to an expensive private school in high school where I learnt to understand what getting a "tiffany's necklace from daddy" really meant. And how that if it didn't come in the little blue box, it wasn't worth getting as a present. Don't get me wrong, I would have loved to get a tiffany's necklace from my Dad, but it just wasn't something I knew was important. I remember girls in high school would not put on the necklace until after they had brought it to school in the blue box, and have all the others girls see this box and show them what's inside.

Tiffany's is a prime example of how marketing something so simple as the package it comes in to create brand awareness. How something so simple can convey the brands place in the market, the culture surrounding the brand and the idea of the brand itself.