In an initiative spearheaded by Tiffany & Co president Alexandre Arnault, holders of CryptoPunks NFTs can now purchase an NFTiff pass stored on the blockchain that can be exchanged for a made-to-order diamond CryptoPunk avatar.
Priced at 30 ETH, the NFTiff pass will be limited to 250 units with a limit of up to three per person. While the targeted community for this project consists of 10,000 CryptoPunks holders, Arnault, who is a CryptoPunks owner himself, views the effort as a way to reach a new customer. In an exchange with WWD, he explained, “This is a way for us to get into people’s lives who wouldn’t necessarily be primary customers of Tiffany. It’s a way for people to get access to our brand. I don’t think we will be in the metaverse tomorrow morning, which is where these people spend most of their time, so it’s a nice way to reach this community without doing anything that doesn’t make sense for the brand.”
Tiffany’s nft.tiffany.com website will go live on August 5, 2022.