Tiffany & Co is offering plain white bags to customers, so they can conceal their purchases.
The jeweler’s newly re-opened flagship store on Fifth Avenue, New York, is responding to a steep increase in street crime.
Other high-end retailers in the area, such as Hermes and Louis Vuitton, are doing likewise, according to the New York Post.
Tiffany is famous for its trademark robin’s-egg blue bags, but they act as a clear signal to criminals.
Complaints of grand larceny – theft of personal property worth over $1,000 – have almost doubled in the last two years in New York City’s Midtown North precinct, which covers Fifth Avenue.