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  Tiffany co jewelery opened an on-line store in 1999 with the way for you to allow customers who did not live near a Tiffany UK store to experience access to Tiffany and co products. This decision proved smart as Goldman Sachs analysts reported identical year that internet sales could soon exceed catalog sales by two to three times.Adjusted April 2002, Tiffany co jewelery offered over 2,000 products online, making its blue box even more accessible, which affluent online shoppers appreciate as they increasingly demand convenience, confidence, and control.This paper primarily discusses Tiffany jewellery efforts to keep its affluent customers while expanding its consumer base, being focused on consumer perceptions and opinions of Tiffany jewellery products plus the Tiffany jewellery brand. In order to attain and keep a high consumer rating, Tiffany co jewelery is focused on creating experiences the customer will remember with hopes of returning in the future. Operating by its mission statement to be the world looked upon retailer, Tiffany co jewelery focuses heavily on customer service. New employees complete 4 to 6 weeks of training in knowledge, skills, and product training. They must also pass a written test before these are allowed to together with customers. Once in the field, sales representatives work for couple of years to complete a rigorous certification process. Per John Peterson, senior second in command of corporate sales, the process helps the company uphold its unique tradition and culture. Tiffany and co also places extreme value on the quality of its products, paying attention to every detail of the Tiffany and co experience. Charles Lewis Tiffany jewellery UK began this practice together with original selection of the blue color for Tiffany boxes, shopping bags, and catalogs. Tiffany focused on the final, and often neglected, step in brand positioning: giving customers something symbolizing Tiffany jewellery UK quality, commitment, consistency, respect, and reputation long after they have walked out of the store. According to Denise Meyer, creative director of Frenchman Marketing, an advertising agency that specializes in tiffany jewellery UK marketing, Tiffany UK wants you to forget the product and remember where tiffany and co came from. As one of the world¡¯s most recognizable brand symbols, Tiffany jewellery takes each one of its blue boxs components, with the quality of the blue paper to the way the ribbon is tied, very seriously. Because the blue box represents the Tiffany co jeweleryexperience, the company even sends their employees into a class to perfect the ability of tying the white satin ribbon and so the box lays flat.