Big Lawsuit Against Costco: Explaining to Tiffany and Co. Why It’s OK for People to Use the Term “Tiffany Setting”

What’s this? Tiffany and Company is suing Costco for selling diamonds using the term “Tiffany setting” or something?

“We now know that there are at least hundreds, if not thousands, of Costco members who think they bought a Tiffany engagement ring at Costco, which they didn’t. Costco knew what it was doing when it used the Tiffany trademark to sell rings that had nothing to do with Tiffany. This is not the kind of behavior people expect from a company like Costco and this case will shed a much-needed light on this outrageous behavior,” says Jeffrey Mitchell, a lawyer with Dickstein Shapiro who is representing Tiffany in the case. “The Tiffany brand has been damaged, Costco members have been damaged and Costco has profited from the sale of engagement rings by misrepresenting what they were. We will get to the bottom of what Costco was up to and why, and right a terrible wrong.

I cry foul.

You see, Tiffany, the phrase Tiffany mount and similar, well, that’s a genericized term these days, you know, like champagne.

Check it.

Oh, and Tiffany, Costco marks up the price of its worthless rocks a lot less than you do, right? That’s why Costco will take back any diamonds people bought if they were stupid enough to be confused over this issue.

It’s not like they were selling the rings in little blue boxes, right?

OK, Tiffany, keep on keeping on.

Now I’ve got a little shopping to do:

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