Last year, we reported on the lawsuit between Tiffany & Co. and Costco Wholesale Corp. regarding Tiffany’s allegation that Costco was infringing on the “Tiffany” trademark to sell knock-off engagement rings in Costco stores. Costco had argued that the term “Tiffany” was a generic term for a ring setting, not a trademark. 

Earlier this month, Tiffany emerged the victor in its trademark suit against Costco. The court denied Costco’s claim and found the warehouse retailer liable for trademark infringement and trademark counterfeiting by using the name “Tiffany” on signs in its jewelry cases to describe rings that were not made by Tiffany & Co, reports.

Tiffany’s enforcement has staved off, at least in this instance, trademark genericide and demonstrates the importance of enforcement efforts.