US – After flaunting a custom-made pendant of his CryptoPunk non-fungible token (NFT) in April on Twitter, Alexandre Arnault, the head of fine jewellery company Tiffany & Co, is offering other CryptoPunk owners a chance to buy a hand-crafted necklace with a pendant modelled after their token.
The pendants, which will cost 30 ETH, about £46,185 ($55,750, €54,725), will be made of at least 30 diamonds or gemstones and hang from an 18ct gold chain with five pavé diamonds on the clasp. The necklace will be exclusively available to owners of a CryptoPunk NFT, giving them the chance to turn their digital asset into a piece of limited-edition jewellery.
On the brand’s website, the company talks about wanting to remain as faithful as possible to the imagery of the NFT. ‘To create the 3D glasses, Tiffany designers will leverage baguette stones,’ says the company. ‘CryptoPunk colours are represented as closely as possible using the natural colours of various gemstones.’
With only 250 pendants available, CryptoPunk holders must act quickly to secure their pendant on a first-come, first-served basis. By drumming up anticipation for the sale, and translating Crypto Affluence to the offline realm, this is a perfect example of Neo-wealth Wears.
Strategic opportunity
How can companies plug into existing communities by issuing exclusive items for members that only they can redeem?