What is Tiffany & Co. without its trademark blue? This was the question that popped up in consumers’ heads when the jeweler jokingly introduced a bright new yellow as its “new House color” on April 1.

Turns out, April Fools’ Day wasn’t the last you’d see of this foreign ‘Tiffany Yellow’. The luxury jewelry brand is stretching this gag by temporarily splashing participating stores worldwide in the sunny hue, starting with its Beverly Hills location.

For a limited time, the iconic robin’s egg blue will take a backseat, with brick-and-mortar popups being fully decked in yellow.

Over the weekend, the Rodeo Drive outlet took on a yellow storefront, furniture, and fixtures. WWD reports that the location also opened a ‘Yellow Diamond Café’ serving ginger turmeric lattes, honeycomb ice cream, and lemon soda, in addition to rolling out yellow photo booths.

Customers walked out with yellow Tiffany & Co. shopping bags and boxes, and to tie up loose ends about this bewildering concept, the store showcased loose yellow diamonds, including the nearly 130-karat Tiffany Yellow Diamond.

Having been protective of its signature blue for years, Tiffany & Co.’s jump to yellow can be seen as untoward. However, the stunt is a telling indication of how far it can explore under the wing of LVMH Moët Hennessy Louis Vuitton, the brand’s new owner.

Per Reuters, Alexandre Arnault, Tiffany & Co.’s new Executive Vice President of Product and Communications, told employees during his takeover in January that he wanted to “focus on advertising campaigns and luring young customers.”

Indeed, turning blue Tiffany & Co. stores yellow would be cause for attention even among the social media-jaded.

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