Tiffany & Co. Moves to Defend Its Name as U.S. Jewelry Market Shifts
Nov/24/2025
Tiffany & Co. has lodged an opposition to the 'TIFFANY RAE' trademark, arguing that the branding for bespoke jewelry, handbags, and apparel trades too closely on its own 'TIFFANY' and 'TIFFANY & CO'. marks — assets underpinning a brand valued at $7.6 billion in 2025. The challenge comes as Tiffany remains one of America’s most recognizable luxury names, boasting 87% brand awareness, strong consumer affinity, and a loyal customer base where nearly three-quarters of owners are likely to buy again. Despite a softening U.S. jewelry market and fewer specialty stores, the sector remains resilient, buoyed by cultural and romantic spending.
