Majors

Tiffany Is Now Telling Consumers the Origin of Its Diamonds

MajorsFeb 01, 2019

Tiffany Is Now Telling Consumers the Origin of Its Diamonds

Next year, the jeweler will start sharing information on where stones were cut and polished.

20190201_Tiffany_header.jpg
The map now included in Tiffany & Co. showcases as part of the Diamond Source Initiative lists the 10 countries from which the jeweler gets its diamonds: Australia, Botswana, Brazil, Canada, Lesotho, Namibia, Russia, Sierra Leone, South Africa and Tanzania.
New York—If you walked into a Tiffany & Co. store shortly after the new year, you might have noticed something different in the cases where the jeweler displays its engagement rings. 

There’s now a map inside with 10 pins dropped on countries from Canada to Australia above a plaque that reads: “In keeping with our commitment to responsible sourcing, we now provide provenance information for every newly sourced, individually registered diamond we set, a significant step for diamond transparency.” 

The plaque and the map—both with touches of Tiffany blue, of course—are part of what the jeweler is calling the “Diamond Source Initiative,” which it rolled out worldwide last month.

Now when customers come into any of Tiffany’s 300-plus stores, salespeople will be able to tell them the country of origin for most “individually registered” diamonds—diamonds that are 0.18 carats or larger and have been laser-engraved with “T&Co.” and a unique serial number. 

There are, of course, a couple exceptions. 

Diamonds sourced from De Beers, which does not segregate production from its various mines in southern Africa and Canada, will be labeled “Botswana sort.” Most of the stones, Tiffany said, were mined in Botswana, with some originating from mines in Namibia, South Africa and Canada. 

For diamonds that pre-date the program’s rollout, Tiffany said it will provide confirmation to consumers that the diamond was sourced responsibly. 


In addition to the map and the explanation of the Diamond Source Initiative, Tiffany is displaying select stones with their country of origin, like the diamond from South Africa seen here.
In addition to the map and the explanation of the Diamond Source Initiative, Tiffany is displaying select stones with their country of origin, like the diamond from South Africa seen here.

Tiffany started sharing diamond origin in its stores on Jan. 9, though it could have begun doing so years ago.

Andy Hart, Tiffany’s senior vice president of diamond jewelry and supply, said former Chairman and CEO Michael Kowalski started Tiffany down the path of charting diamond origin in the late ‘90s. 
 
In 2002, Tiffany established Laurelton Diamonds, the jeweler’s rough sourcing arm that is a De Beers sightholder, and a client of Alrosa and Canadian miner Dominion Diamond. 

In 2003, it began laser-inscribing its diamonds with unique serial numbers that are recorded in a database that contains information about each stone’s journey from mine to market.

So, why wait until now to start sharing source information with consumers? 

“For a long time, we felt we were doing it because it was the right thing to do, and  it was good for the company and it was good for the industry,” Hart said. “I think our customers deserve to know what is going on behind the scenes.” 

 The initiative is being implemented at a time when Tiffany is trying to appeal to younger consumers, who want to know the origin of everything from their lettuce to their leggings, though Hart rejected the idea that it is a response to the growing availability and visibility of lab-grown diamonds, which are often marketed as the more socially and environmentally responsible choice.

The Diamond Source Initiative displays in Tiffany’s showcases consist of, from top to bottom, the retailer’s diamond sourcing map, an explanation of the initiative and a single diamond labeled with country of origin, like this stone from South Africa.
The Diamond Source Initiative displays in Tiffany’s showcases consist of, from top to bottom, the retailer’s diamond sourcing map, an explanation of the initiative and a single diamond labeled with country of origin, like this stone from South Africa.


“We just felt like now was the right moment in Tiffany’s history to disclose the origin to our customers,” he said. “We really believe in the rarity and the incredible nature of diamonds. Diamonds grown in the lab have important uses in particular contexts and are going to perhaps have a greater use in the in the jewelry industry.”  

But, Hart said, Tiffany won’t be using the stones in its jewelry. 

“Natural diamonds create opportunity for people in countries where diamonds are a natural resource, such as Botswana. We believe in the opportunity to make, and we are making, a positive impact in those local communities.”

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Lightbox x Roséate Light Wand pendants
Lab-GrownDec 01, 2023
Lightbox Teams Up With Brand Founded by Former Tiffany Exec

The lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.

Lila Moss Calvin Klein campaign
FinancialsDec 01, 2023
Movado Lowers Guidance Again After Q3 Sales Dip

The company said it is facing a “challenging retail environment” but is prepared for the holiday season.

Muzo emerald and argyle pink diamond necklace
CollectionsDec 01, 2023
Piece of the Week: Muzo’s Emerald and Argyle Pink Diamond Necklace

It’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.

Platinum  Guild International Diamond Rings
Brought to you by
If It’s Custom, Make It Platinum

With holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.

Pink Supreme Diamond
AuctionsNov 30, 2023
This Pink Diamond Reigned Supreme in Hong Kong

The 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.

Weekly QuizNov 30, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
133 carat yellow diamond
AuctionsNov 30, 2023
Sotheby’s To Auction 133-Carat Yellow Diamond

The stone headlining the upcoming sale could fetch up to $5 million.

Kwiat diamonds
IndependentsNov 30, 2023
Frank Adams Rolls Out Kwiat’s ‘Mine to Shine’ Program

The retail offering lets customers track their diamond’s journey.

IGI-BTYB-103023.jpg
Brought to you by
Did You Know? The Vital Role of IGI: The International Gemological Institute

In a world where the sparkle of a gemstone is only as brilliant as the trust behind it, IGI's purpose is truly invaluable.

Diamond development hub in Angola
SourcingNov 29, 2023
Largest New Diamond Mine of the Decade Coming Online in Angola

The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.

Holiday shoppers holding bags
SurveysNov 29, 2023
Holiday Shoppers Broke a Record This Weekend, Says NRF

From Thanksgiving through Cyber Monday, 200.4 million consumers shopped online and in stores.

20180509_Buffett-header.jpg
EditorsNov 29, 2023
Warren Buffett on Success, Mistakes and Betting on America

The best quotes from the Oracle of Omaha and his right-hand man Charlie Munger from the 2018 Berkshire Hathaway shareholders meeting.

J. Dostie Jewelers
IndependentsNov 28, 2023
Maine Jeweler to Relocate After 76 Years

J. Dostie Jewelers will move from Lewiston to Yarmouth this spring.

Finks Jewelers new store
IndependentsNov 28, 2023
Fink’s Jewelers Opens 10th Store

It’s the company’s second location in Tennessee.

Mary Tyler Moore and a pair of Elsa Peretti Bone Cuffs
AuctionsNov 28, 2023
Mary Tyler Moore’s Jewelry Is Up For Auction

You can have this jewelry, why don’t you take it?

Original Miami Beach Antique Show 2024
Events & AwardsNov 28, 2023
The Original Miami Beach Antique Show Is Celebrating 60 Years

Next year’s milestone show will be full of educational programming and collaborations.

De Beers Metamorphosis high jewelry earrings
EditorsNov 27, 2023
10 Tips for Selling Diamonds This Holiday Season

Sales experts and a diamantaire share their best advice on how to send customers home with diamond jewelry.

Platinum Born new collection
CollectionsNov 27, 2023
See the New ‘Platinum Born’ Jewelry

The brand has released five new collections.

Frank Adams Jewelers
IndependentsNov 27, 2023
Frank Adams Jewelers Named ‘Family Business of the Year’

The Albany Business Review recently honored the 100-year-old company.

GIA Dr. John W. Valley
GradingNov 27, 2023
Dr. John W. Valley Retires from GIA Board of Governors

To honor his legacy, GIA has set up a scholarship in his name.

Stock image of police car with its lights on
CrimeNov 22, 2023
JSA Warns of Surge in Attacks on Jewelers on the Road

There have been eight attacks in the last month, spanning from a jewelry store parking lot in Rhode Island to highways in California.

Buddha Mama citrine bangle
TrendsNov 22, 2023
Amanda’s Style File: November Glow

These 15 pieces of jewelry celebrate November babies and the hues of citrine and topaz that reflect the colors of the season.

Columbia Gem House fundraiser
SourcingNov 22, 2023
Columbia Gem House Raises $12K for Wildlife

The money will help a nonprofit rehabilitate sea turtles.

Facet Barcelona factory opening
MajorsNov 22, 2023
Facet Barcelona Opens New Factory in Spain

The jewelry manufacturer said it can now better serve the North American market.

David Yurman holiday campaign
TechnologyNov 21, 2023
See David Yurman’s New High-Tech Holiday Campaign

The jewelry brand takes viewers through a virtual winter wonderland set in New York City.

2023 Rock the Jewels Awards winners
Events & AwardsNov 21, 2023
Here Are the Winners of BIJC’s Inaugural ‘Rock the Jewels’ Awards

The organization recognized outstanding industry players at its celebratory event.

Rough diamonds from De Beers Gahcho Kue mine
SourcingNov 21, 2023
De Beers’ Rough Diamond Sales Sink to $80M

India’s voluntary moratorium on rough diamond imports coupled with a stunted recovery in China continue to impact the miner.

Smart Age Solutions founder and CEO Emmanuel Raheb
ColumnistsNov 21, 2023
The Smart Lab: Score Big During Football Season With Hulu Advertising

Emmanuel Raheb outlines three reasons why Hulu advertising and football can be a game changer for your jewelry store’s marketing.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy