Buyers will receive digital and physical versions of Tiffany’s CryptoPunk jewelry
At current prices, the brand could net more than $12 million in ether if it sells all 250 pieces

Luxury jeweler Tiffany’s wants to help CryptoPunk holders show off their NFTs (non-fungible tokens) in the real-world — in exchange for $50,000 in ether (ETH).

The LVMH-owned brand on Sunday announced the sale of 250 customized diamond and gemstone encrusted pendants, with chains, dubbed “NFTiffs.”

Created by Tiffany & Co designers, they are each priced at 30 ETH ($51,000). NFTiff buyers will receive both a digital and physical version of the NFT pendants.

Each CryptoPunk owner can purchase up to three NFTiffs. If Tiffany’s manages to sell all of its limited edition pieces, it could fetch 7,500 ETH ($12.7 million).

Tiffany’s NFT sale lasts just a week. It goes live on August 5 at 10 am ET and ends on August 12 at 9 pm ET. Delivery is expected to take place in early 2023.

We’re taking NFTs to the next level. Exclusive to CryptoPunks holders, NFTiff transforms your NFT into a bespoke pendant handcrafted by Tiffany & Co. artisans. You’ll also receive an additional NFT version of the pendant. Learn more: https://t.co/FJwCAxw8TN #NFTiff #TiffanyAndCo pic.twitter.com/pyKlWejHv4
— Tiffany & Co. (@TiffanyAndCo) July 31, 2022

Blockchain firm Chain, which is backed by investors including Pantera Capital, Capital One, Citigroup and Visa, has partnered with NFTiffs to help facilitate the sale.

Chain CEO Deepak Thapliyal’s tweet showing off one of the pieces received a mix of positive and negative reactions from the crypto immunity, with some calling the pendants overpriced.

The floor price for CryptoPunks, which represents the lowest valued tokens in the collection, is currently about 75 ETH ($126,000).

Tiffany & Co vice president Alexandre Arnault first hinted at the NFT series in an April tweet, which showed his CryptoPunk NFT as a rose gold-and-enamel pendant. The Tiffany’s brand and the CryptoPunk’s NFT number were engraved on it.

30 ETH ⛓💎 pic.twitter.com/WHKb25quex
— Deepak.eth ⛓ (@dt_chain) July 31, 2022

Tiffany’s tested the Web3 waters before diving in

NFTiffs are the first NFT series offered by Tiffany’s, but the brand has been dabbling in the Web3 space all year.

Tiffany’s announced its entry into the digital collectibles space with its purchase of Rocket Factory’s Okapi NFT for 115 ETH ($361,000 then, $380,000 today) in late March. The jeweler has used the NFT as its Twitter profile picture ever since.

And on April Fools Day, it launched a series of limited edition gold coins called TiffCoins, complete with a logo reminiscent of stablecoin tether. Although, Tiffany’s didn’t issue any cryptocurrency — the company said it was a homage to its “Tiffany Money” coins that could be used to buy its merchandise in the 1970s.

A growing number of luxury brands have entered the NFT market, including Gucci, Louis Vuitton, Givenchy and Burberry.

And while trading volumes have slumped, data has shown declining crypto asset prices still contributed to relatively healthy demand for NFTs, as investors look to snap up undervalued tokens.

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