(IDEX Online) - It started as an April Fool's joke - but Tiffany & Co really is replacing its iconic robin-egg blue with a bright yellow house color. At least in some locations, and for a limited period.The Rodeo Drive store, in Beverly Hills (pictured) has had a (temporary) yellow makeover and selected outlets globally will follow suit.Tiffany & Co fooled some of its Instagram followers on 1 April when it posted a picture of a yellow box with the message "tiffanyandco Introducing our new House color".Tiffany sets great store by its particular shade of blue - Pantone 1837 (named after the year the company was founded) - and had it trademarked in 1998.But the LVMH buyout earlier this year may signal a greater willingness to break with tradition.Alexandre Arnault, new executive vice president of product and communications at Tiffany, has pledged to "focus on advertising campaigns and luring young customers".