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.

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

AuctionsSep 30, 2022
Red Diamond Earns $1.8M at Auction

The final hammer price blew the pre-sale estimate out of the water.

EditorsSep 30, 2022
The Best of Betty White’s Jewelry Sold at Auction

Michelle Graff recaps the cats, fortune cookies, and charm bracelets that caught her eye while covering the late actress’ estate sale.

Policies & IssuesSep 30, 2022
Voting Is Open for the Fairmined 100 Challenge’s Best Collection

The winners, picked by a group of judges and voted as the public’s favorite, will be announced in a webinar on Oct. 11.

Brought to you by
6 Steps to Start a Dynamic Company Culture

Learn how to better serve your employees, customers and community by having a dynamic and supportive company culture.

CollectionsSep 30, 2022
Piece of the Week: Fewer Finer’s ‘Family Bracelet’

The engravable piece is a perfect family heirloom.

Weekly QuizSep 29, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
GradingSep 30, 2022
GSI India Names Ramit Kapur Managing Director

Kapur has spent nearly two decades working in the gemological labs sector of the jewelry industry.

Supplier BulletinSep 29, 2022
How to Create an Engaging Experience and a Sparkling Reputation

Sponsored by Synchrony

Brought to you by
Committing to an Ethical Diamond Business

While ethical mining is essential to a diamond business, they represent only a fraction of the responsibility bestowed on jewelers.

SourcingSep 29, 2022
Q&A: Constantin Wild Celebrates 175 Years in the Colored Stone Business

The family business’ fourth-generation eponymous owner reflects on the milestone and the market today.

AuctionsSep 29, 2022
See the Top Lots in Christie’s Upcoming Rare Watch Sale

According to Christie’s, the auction is its most important single-owner watch collection ever.

CollectionsSep 29, 2022
Trove Has a New Proposal: Ring Boxes

The jewelry box brand is expanding with both single and double ring boxes in red, mint green, and white.

SourcingSep 29, 2022
AGTA Names Jennifer Heebner Editor-in-Chief of its Publications

The association has also hired a new marketing manager and announced two staff transitions.

Policies & IssuesSep 29, 2022
JA Members Return to Capitol Hill to Voice Jewelers’ Concerns

The topics up for discussion with lawmakers included inflation, rising interest rates, hiring challenges, and crime.

AuctionsSep 28, 2022
The 18-Carat ‘Fortune Pink’ Diamond Could Sell for $35M

The pear-shaped fancy vivid pink diamond will lead the Christie’s Geneva Magnificent Jewels auction on Nov. 8.

SurveysSep 28, 2022
Consumer Confidence Rises in September

U.S. consumer confidence rose for the second consecutive month as gas prices fell.

AuctionsSep 27, 2022
In Betty White’s Blockbuster Estate Sale, Jewelry Held Its Own

Fine jewelry comprised three of the auction’s top 10 lots, though it could not top her director’s chair or scripts from “The Golden Girls.”

CrimeSep 27, 2022
3 Suspects in Beverly Hills Smash-and-Grab Robbery Arrested

A total of four suspects are now in custody with police still on the lookout for the remaining two.

ColumnistsSep 27, 2022
Creative Connecting: Fun Ideas for Holiday 2022 In-Store Events

From a “whodunnit” murder mystery to a permanent jewelry party, Duvall O’Steen and Jen Cullen Williams share a wealth of suggestions.

MajorsSep 27, 2022
Stuller Releases 2 Updated Catalogs Ahead of the Holiday Season

“Mountings 2023-2024” and “Diamonds & Gemstones 2023-2024” offer a vast selection of options to create custom pieces.

Events & AwardsSep 27, 2022
ICA’s 2023 Congress Will Be Held in Dubai

The event will be hosted by the Dubai Multi Commodities Centre from Feb. 15-17.

IndependentsSep 26, 2022
Roberson’s Fine Jewelry to Close After 42 Years

The store’s liquidation sale will showcase the mix of classic and unique jewels it’s known for stocking.

CollectionsSep 26, 2022
Go ‘Inside the Dream’ of Bulgari Via a New Documentary on Amazon Prime

It follows Creative Director Lucia Silvestri as she crafts the brand’s high jewelry collections.

Recorded WebinarsSep 26, 2022
Watch: What Jewelers Should Know About Insurance

From safeguarding showcases to appraisal liability, insurance experts Mark Devereaux and Andrew Chipman share insurance tips for jewelers.

TrendsSep 26, 2022
Vahan Collabs With Wolf on a Jewelry Box

It’s the first time in 50 years the brand has made something other than jewelry.

Events & AwardsSep 26, 2022
Texas Jewelers Association Rolls Out New Format for Design Competition

The competition takes place in tandem with TJA’s annual convention, known as the Texas Jewelers Roundup.

CollectionsSep 23, 2022
Pandora Reimagines Keith Haring’s Art in New Collection

The limited-run collection features figures from Haring’s iconic street art on charms, bracelets, rings, and more.

GradingSep 23, 2022
GIA Career Fair Returns to Carlsbad

The Gemological Institute of America also announced plans for events in New York and London in 2023.

×

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