Luxury brand Tiffany & Co. is taking a swing at the ordinary. The jeweler’s new collection, “Everyday Objects”, doesn’t deal in diamond rings and cocktail watches. Instead, in a nod to the “whimsical wink that is quintessentially Tiffany,” the line includes items like a $165 sterling silver pizza cutter and a $9,000 “ball of yarn.”

Although the items are surprising, the strategy is not completely unexpected. Breaking from tradition previously helped Tiffany maintain its Genius status in L2’s Digital IQ Index: Watches & Jewelry this year, along with the brand’s venture into new channels such as Instagram and its collaboration with e-tailer Net-a-Porter. Earlier this year, Tiffany released its first fragrance in over a decade.

This isn’t the first time a brand has transformed everyday items into luxury pieces. Balenciaga notoriously released an industrial blue shopper nearly identical to IKEA’s Frakta bag in every aspect — except price. Crystal purveyor Swarovski left its signature sparkle on reusable bottles made by water bottle brand Bkr. Like those brands, Tiffany is benefiting from the publicity, even if people aren’t going to use a sterling silver pizza cutter.

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