TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
Policies & IssuesMay 11, 2017
Tiffany Got Political; Should You?
Tiffany & Co. spoke out for action against climate change this week, sparking debate both about its stance and the question: Is it bad for business to get political?
The advertisement that Tiffany & Co. ran on page 3 of The New York Times on Tuesday, May 9, calling for President Trump not to pull out of the Paris Climate Agreement. (Photo courtesy of Tiffany & Co.)
New York--Tiffany & Co. spoke out for action against climate change this week, sparking debate both about its stance and the question: Is it bad for business to get political?
The New York-based retailer had an advertisement in Tuesday’s New York Times asking President Donald J. Trump to keep the United States in the Paris Climate Agreement, the global pact to reduce greenhouse gas emissions from which the Trump administration is reportedly mulling a withdrawal.
The retailer also shared the message on Twitter, Facebook and Instagram on Tuesday morning, using black lettering against a backdrop in its signature robin’s egg blue.
As of Wednesday afternoon, the post on Facebook had more than 19,000 reactions, more than 2,000 shares and nearly 600 comments, many of which did not take issue with Tiffany’s stance but with a company that sells jewelry wading into politics.
As one user wrote: “Any responsible CEO who takes into consideration the value of their stock and a responsibility to their stockholders should never express, nor allow anyone to express, in the name of the company any sort of political opinion ever. This is not a statement of disagreement, it’s just a statement of fact. Keep business and politics separate.”
So, did Tiffany make a mistake in addressing the president and taking a position on climate change?
And is the separation of business and politics advice that all businesses, including independent jewelers, should take?
“I don’t think it’s smart for anyone to get political these days. I would not do it.” --Andrea Hansen, Luxe IntelligenceAndrea Hansen, president of Luxe Intelligence, which works on branding and business development with companies in jewelry, said while Tiffany endured some backlash for its ad, there was little risk in the company’s decision.
Environmental protection is an issue about which the retailer already has been vocal.
Tiffany was one of the most outspoken opponents of the proposed Pebble Mine in Alaska because of its potential impact on the surrounding ecosystem. The jeweler took out an ad in the Times addressing that issue and even sponsored a screening of the documentary about the project, “Red Gold,” in New York back in 2008.
Also, Hansen said, Tiffany is likely to find widespread support for its stance on climate change outside the United States.
“I think they are in a very safe place,” she said. “That they picked this one issue to be political, I feel
Editors' Picks
Sponsored by
like they have very little to lose.”
But that doesn’t mean that getting political is a good move for other players in the jewelry industry.
“I don’t think it’s smart for anyone to get political these days. I would not do it,” Hansen said, adding that by “anyone” she means brands, jewelry designers and, especially, retailers.
“The country is 50/50, basically, and it’s not smart to take the risk of losing clients when business is already so difficult.”
Bill Gullan, president of Philadelphia-based branding agency Finch Brands, agrees with Hansen on both points--that Tiffany was not taking a big risk with its climate change ad and that retailers, particularly small, independently-owned jewelry stores, should generally avoid injecting politics into their business.
“It’s like [talking about] politics and religion and sex at the dinner table. You really need some restraint here, I think,” he said.
But what if the business owner feels compelled to speak out on an issue because they believe it’s more about speaking up for what’s right than it is about politics?
There were commenters on the Tiffany Facebook post who noted as much about the company’s climate change ad, with one person writing: “Good on you (Tiffany) for taking a stance and expressing it … I don’t think people actually understand that speaking up for climate action is important and it is beyond a mere political stand. It affects everyone. It’s about the future of our home.”
Gullan said he gives his clients two pieces of advice about taking a political stance.
Number one, they should ask themselves: Does the position you’re considering taking map very closely with the values and belief system of your customer base?
Hansen gave this same advice to National Jeweler on Wednesday, reiterating what she said when commenting on Spicer-Greene’s conversation-starting billboard back in March--know your audience.
Gullan said the number two question to ask is: Do you, the brand, have credibility to speak on the issue?
He draws on two commercials that aired during this year’s Super Bowl to illustrate the concept of credibility.
Airbnb aired an ad that was a montage of people of different races, religions, genders and ages that sent a message of acceptance and tolerance. Gullan said as a company that promotes global travel and its clients immersing themselves in different cultures, this was a fine message for Airbnb to send.
Audi’s commercial, meanwhile, expressed its support for equal pay for equal work and was roundly criticized. It’s a message that seemingly came out of nowhere for the car company, a company, Gullan pointed out, that does not have a single woman on its board.
“Go for it, speak your truth, do you, but understand there are risks in terms of how your customers feel and react,” he said.
“Brands needs to be careful. There’s a lot of raw nerves and live wires about this stuff.”
But that doesn’t mean that getting political is a good move for other players in the jewelry industry.
“I don’t think it’s smart for anyone to get political these days. I would not do it,” Hansen said, adding that by “anyone” she means brands, jewelry designers and, especially, retailers.
“The country is 50/50, basically, and it’s not smart to take the risk of losing clients when business is already so difficult.”
Bill Gullan, president of Philadelphia-based branding agency Finch Brands, agrees with Hansen on both points--that Tiffany was not taking a big risk with its climate change ad and that retailers, particularly small, independently-owned jewelry stores, should generally avoid injecting politics into their business.
“It’s like [talking about] politics and religion and sex at the dinner table. You really need some restraint here, I think,” he said.
But what if the business owner feels compelled to speak out on an issue because they believe it’s more about speaking up for what’s right than it is about politics?
There were commenters on the Tiffany Facebook post who noted as much about the company’s climate change ad, with one person writing: “Good on you (Tiffany) for taking a stance and expressing it … I don’t think people actually understand that speaking up for climate action is important and it is beyond a mere political stand. It affects everyone. It’s about the future of our home.”
Gullan said he gives his clients two pieces of advice about taking a political stance.
Number one, they should ask themselves: Does the position you’re considering taking map very closely with the values and belief system of your customer base?
Hansen gave this same advice to National Jeweler on Wednesday, reiterating what she said when commenting on Spicer-Greene’s conversation-starting billboard back in March--know your audience.
Gullan said the number two question to ask is: Do you, the brand, have credibility to speak on the issue?
He draws on two commercials that aired during this year’s Super Bowl to illustrate the concept of credibility.
Airbnb aired an ad that was a montage of people of different races, religions, genders and ages that sent a message of acceptance and tolerance. Gullan said as a company that promotes global travel and its clients immersing themselves in different cultures, this was a fine message for Airbnb to send.
Audi’s commercial, meanwhile, expressed its support for equal pay for equal work and was roundly criticized. It’s a message that seemingly came out of nowhere for the car company, a company, Gullan pointed out, that does not have a single woman on its board.
“Go for it, speak your truth, do you, but understand there are risks in terms of how your customers feel and react,” he said.
“Brands needs to be careful. There’s a lot of raw nerves and live wires about this stuff.”
More on Policies & Issues
The Latest
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
