Tiffany & Co. was founded in 1837 by Charles Lewis Tiffany and John B. Young as a "stationery and fancy goods emporium" in New York City. In 1845, Tiffany & Co. launched the first direct mail catalog in the United States, known as the Tiffany Blue Book. Tiffany became a destination for diamonds and gemstones, purchasing them from European aristocrats and making them available to the American elite. The company also became known for its gemstone discoveries, including the kunzite and morganite. Tiffany is known for its iconic designs, including the Tiffany Setting engagement ring, which revolutionized the way diamonds were presented. The company is also known for showcasing individual designers under the Tiffany brand, including Jean Schlumberger, Elsa Peretti and Paloma Picasso. Tiffany is now a global luxury brand with stores all over the world.