The jewelry retailer is promoting Valentine's Day shopping with an interactive tattoo design tool

Tiffany & Co. took an unexpected approach to its Valentine’s Day promotion this year by suggesting shoppers convey their everlasting love with tattoos. The interactive tool lets visitors customize several tattoo designs with a short message or initials, and save and share the image as a digital valentine.

To start, a user can choose one of the designs, which include an hourglass, a fragrance bottle, a diamond and, on the edgier side, a skull with a top hat and a rose. After selecting colors for the card, they can then type whatever they’d like to appear on the tattoo and send it to their lucky someone. The cards also feature Tiffany product suggestions, prompting whomever reads it to check out the jewelry store’s gift collections.

Tiffany & Co.

Tiffany & Co. took an unexpected approach to its Valentine’s Day promotion this year by suggesting shoppers convey their everlasting love with tattoos. The interactive tool lets visitors customize several tattoo designs with a short message or initials, and save and share the image as a digital valentine.

To start, a user can choose one of the designs, which include an hourglass, a fragrance bottle, a diamond and, on the edgier side, a skull with a top hat and a rose. After selecting colors for the card, they can then type whatever they’d like to appear on the tattoo and send it to their lucky someone. The cards also feature Tiffany product suggestions, prompting whomever reads it to check out the jewelry store’s gift collections.