Tiffany & Co. (TIF) to Costco Wholesale Corporation (COST): Where’s the Love?

Of course, these were conscious decisions to go down-market. Costco took it upon itself to give the impression it was selling the luxury brand next to the kibbles. After contacting the warehouse chain about the matter, Tiffany says the store removed the rings, but it’s still seeking unspecified damages associated with prior sales.

If, as the jeweler says, there are potentially thousands of customers who bought rings thinking they were Tiffany, the cost to Costco in terms of a tarnished reputation may end up being more than any profit it made glomming on to the prestige associated with the jeweler.

So just remember: If you want to surprise your special someone with a Tiffany engagement ring, do it by going to a real Tiffany store and not while stocking up on your weekly grocery shopping.

The article Tiffany to Costco: Where’s the Love? originally appeared on Fool.com and is written by Rich Duprey.

Fool contributor Rich Duprey has no position in any stocks mentioned. The Motley Fool recommends Coach and Costco Wholesale (NASDAQ:COST). The Motley Fool owns shares of Coach and Costco Wholesale.

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