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

Chrono24 Time Is Our Thing campaign image
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New Campaign

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

Bernadette Mack
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive Director

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Counterfeit Pandora jewelry in bags and boxes
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Weekly QuizJul 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Elie Hannoush
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

×

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