The case isn’t over yet: the court still has to determine damages to Tiffany. Financially, Fortune magazine points out, this case didn’t hurt TIffany all that much: maybe $10 million worth of rings were sold at Costco, but the global brand is worth more than that. If “Tiffany” becomes simply the name of a setting that can be purchased anywhere, then the actual Tiffany brand loses some cachet.
The ad as framed as a wedding-like vow from one of Tiffany’s jewelers to their customers, I guess. “I WILL craft a setting so flawlessly that the exquisite diamond it holds seems to float,” the ad reads. “Just as it was done 130 years ago.”
By emphasizing craftsmanship and heritage, Tiffany is playing up exactly what whoever is cranking out rings for the display case at Costco doesn’t have. Genericization is a danger for any brand, and most of Tiffany’s brand is built on prestige.