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Tiffany & Co. (known colloquially as Tiffany or Tiffany's) is a luxury  American multinational jewelry and silverware corporation. Tiffany sells jewelry, sterling silver, china, crystal, stationery, fragrances, personal accessories, as well as some leather goods. Many of these goods are sold under the Tiffany name at Tiffany stores and through direct-mail and corporate merchandising. Goods are also sold wholesale to third-party distributors. Tiffany is renowned for its luxury goods, especially for its diamonds, diamond jewelry, and especially its diamond engagement rings; Tiffany markets itself as an arbiter of taste and style.

History
Unlike other stores at the time in the 1830s, Tiffany clearly marked the prices on its goods, as there would be no haggling for the price. In addition, against the social norm at the time, Tiffany only accepted only cash payments, and did not accept payments on credit. In 1841, Tiffany and Young took on another partner, J.L. Ellis, and the store name became "Young & Ellis." The first Tiffany mail order catalog, known as the "Blue Book," was published in 1845 in the United States. In 1878, Tiffany won the gold medal for jewelry and a grand prize for silverware at the Paris Exposition, which gave the Tiffany name added prestige. In 1868, Tiffany was incorporated. In 1887, Tiffany bought the French Crown Jewels which attracted publicity and further solidified the Tiffany brand's connection to quality diamonds. In 1902, after the passing of Charles Lewis Tiffany, his son, Louis Comfort Tiffany became the company's first official Design Director. In 1956, legendary designer Jean Schlumberger joined Tiffany. Andy Warhol collaborated with Tiffany to create Tiffany holiday cards (circa 1956-1962). In November 1978 Tiffany & Co. was sold to Avon Products Inc. for about $104 million in stock. However, in a 1984 Newsweek article, it was noted that the Fifth Avenue Tiffany store had began stocking so many inexpensive items that it began looking like Macy's during a white sale. Furthermore, customers complained about declining quality and service. In August 1984 Avon sold Tiffany to an investor group led by William R. Chaney, for $135.5 million in cash. Tiffany went public again in 1987 and raised about $103.5 million by selling 4.5 million shares of common stock. Because of the 1990-1991 recession in the United States, Tiffany began to emphasize mass merchandising. A new campaign was started that stressed how Tiffany could be affordable for all; for instance, it advertised that diamond engagement rings started at $850. “How to Buy a Diamond” brochures were sent to 40,000 people who called a toll-free number specifically set up to target the larger population. However, to maintain its image as a luxury goods company, it continued to display high-style images in stores. In 2000, The Tiffany & Co. Foundation was established to provide grants to nonprofit organizations working in the environment and in the arts.

Advertising
After the initial "Blue Book" Tiffany catalog was published in 1845, Tiffany continued to use their catalog as an advertisement strategy. Tiffany still has a catalog for subscribers, but their advertisement strategy is no longer focused on its catalog. The catalog was one of the first catalogs to be printed in full color and was free until 1972. Tiffany's mail-order catalogs reached 15 million people in 1994. Tiffany also has a corporate gift catalog each year. Corporate customers purchase these Tiffany products for business gift-giving, employee service and achievement recognition awards, and even as customer incentives. In addition to the mail-order catalog, Tiffany places its advertisements in many locations, including bus stops, in magazines, newspapers, and online. Tiffany routinely places ads in Vanity Fair, The New York Times Magazine, Architectural Digest, Money, Conde Nast Traveler, Black Enterprise, and Texas Monthly. Tiffany even places banner advertisements in The New York Times app for the iPhone. The banner redirects to a page where the user can purchase the Tiffany app, which is free.