One of our most hotly debated trivia questions was last year, when we asked which fashion company had actually patented a color: Tiffany Blue.

The shade is synonymous with Park Avenue engagements, prep school graduations, Audrey Hepburn yearnings, and of course, “I’m sorry I cheated on you with the nanny and Page Six found out before you did.”

But now it seems the color is getting hijacked by someone else:

Swarovski.

The brand most famous for sponsoring emerging designers, and decking Naomi Campbell in a pair of crystal headphones, has taken a turn from it’s deep violet ads starring Gemma Ward and Jessica Stam, and shifted instead to something…

Well, something that looks a lot like Tiffany blue.

Is this just the best shade to show off a sparkle? Or is Swarovski trying to imply something else?