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.”
Represented by United Talent Agency as of 2021, CryptoPunks was created by Larva Labs studios in 2017, and acquired by Bored Ape Yacht Club founders Yuga Labs in March 2022.
Tiffany’s nft.tiffany.com website will go live on August 5, 2022.