Let's talk about Tiffany & Co.'s venture into the Metaverse 

Following Tiffany & Co.’s “tradition” on pulling notorious April Fool’s pranks – the brand announced a change of signature brand color from Tiffany Blue to “Big Bird yellow” last year – the brand announced its venture into the Crypto World by launching its very own cryptocurrency, TiffCoin, on April 1^st this year. 

Users quickly identified the prank and showed interest in how the situation would play out. Few days after, the 185-year-old American jewelry brand unveiled the truth behind the hoax, followed with an announcement stating the release of TiffCoin is indeed happening, but in the form of a real life 18k gold coin that pays homage to the brand’s classic form of payment back in the days – Tiffany Money. 

TiffCoin is not just a smart marketing concept, Italian luxury streetwear brand Philipp Plein was one of the first major fashion labels to accept cryptocurrency as a form of payment, brands like Charles & Keith and Off-White also soon followed suit and hopped onto the Crypto bandwagon.

However, with limitations surrounding crypto-trading regulations and the instability in its value, it is hard for the retail sector to truly accept cryptocurrency as a legal form of payment in the near future.