1996. On March 8, 2001, Tiffany launched its first Latin American store in São Paulo, Brazil, located in the Iguatemi São Paulo shopping center. The company opened a second store in the city on October 20, 2003, near the famous Oscar Freire Street. In 2004, Tiffany created "Iridesse", a chain of stores dedicated to pearl-only jewelry. The company operated 16 stores in Florida, New Jersey, New York, Pennsylvania, California, Illinois, Massachusetts, and Virginia. However, the chain operated at a loss since its founding and the company announced in early 2009 that, despite its continued belief in the concept, it would discontinue Iridesse due to the financial crisis of 2007-2008. As of 2018, Tiffany operated 93 stores in the US and 321 stores worldwide, including (as of 31 January 2017) 55 locations in Japan and 85 in the Asia-Pacific region. Net sales in 2018 totaled US$4.44 billion. Advertising After the initial publication of the "Blue Book" Tiffany catalog in 1845, Tiffany continued to use its catalog as part of its advertisement strategy. The Tiffany catalog, one of the first catalogs printed in full color, remained free until 1972. Tiffany's mail-order catalogs reached 15 million people in 1994. Tiffany also produces a corporate-gift catalog each year, and corporate customers purchase Tiffany products for business gift-giving, employee-service and achievement-recognition awards, and for customer incentives. As of 2013 Tiffany still produces a catalog for subscribers, but its advertisement strategy no longer focuses primarily on its catalog. In addition to the mail-order catalog, Tiffany displays its advertisements in many locations, including at bus stops, in magazines and newspapers, and online. With the advent of new technologies, Tiffany placed banner advertisements in the New York Times''' mobile app for the iPhone, whereby the user can download the Tiffany app. In January 2015, Tiffany launched its first ever same-sex couple campaign. In 2017, Tiffany partnered with American pop star Lady Gaga for an ad campaign promoting the company's HardWear collection. The announcement came as a Super Bowl ad prior to Lady Gaga's Super Bowl LI halftime show performance. In May 2018, Tiffany partnered with Spotify for the launch of Tiffany's "Believe in Dreams" campaign and Paper Flowers collection, releasing a cover of the song "Moon River" by Elle Fanning and rapper A$AP Ferg on the music streaming service. In 2019, Tiffany partnered with American celebrity Kendall Jenner to promote the company's spring fashion line. In 2021, Tiffany