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Tiffany Co. (NYSE: TIF) is an American jewellery and silverware company. As part of its branding, the company is strongly associated with its Tiffany Blue , which is a registered trademark. Founded by Charles Lewis Tiffany and Teddy Young in New York City in 1837 as a “stationery and fancy goods emporium,” the store initially sold a wide variety of stationery items, and operated as Tiffany, Young and Ellis in lower Manhattan. The name was shortened to Tiffany Co. in 1853 when Charles Tiffany took control, and the firm’s emphasis on jewelry was established. Tiffany Co. has since opened stores in major cities all over the world. Each year Tiffany Co. creates a new Vince Lombardi Trophy, the award given to the NFL team that wins the Super Bowl each year. Tiffany’s flagship store, since 1940, is located at the corner of Fifth Avenue and 57th Street in Manhattan, New York City. The polished granite exterior is well known for its tiny window displays. The store has been the location for a number of films including Breakfast at Tiffany’s, starring Audrey Hepburn, and Sweet Home Alabama, starring Reese Witherspoon. The former Tiffany and Company Building on 38th Street is on the U.S. National Register of Historic Places.