Tiffany & Co’s ocean conservation commitment: how luxury jewellery is saving marine life on World Ocean Day 2025
World Ocean Day: the words conjure images of azure depths, vibrant coral reefs and a kaleidoscope of marine life. But the stark reality of that event marked on June 8 is that our oceans are in crisis. The good news is that luxury brands are stepping up—one of those leading the charge is Tiffany & Co.
Through the Tiffany & Co Foundation, the brand’s philanthropic arm, the maison has donated over US$40 million to ocean conservation projects. One notable initiative is Love for Our Oceans, where sales of limited-edition T Smile bracelets, crafted from recycled ocean plastic, contribute to The Nature Conservancy (TNC), a global environmental non-profit organisation.
Tatler speaks to Annika Dubrall, the brand’s director and head of global sustainability and philanthropy, about this long- standing commitment.
See also: How sustainable pearl farming is quietly saving our oceans and transforming communities
Annika Dubrall of Tiffany & Co (Photo: courtesy of Tiffany & Co)
What are some of the most successful sustainability projects initiated by Tiffany & Co so far?
The Tiffany & Co Foundation has [given] over US$100 million to help preserve the world’s most treasured landscapes and seascapes. Of that, over US$40 million [has] focused on ocean conservation projects. The Foundation has [also] awarded ocean grants to 44 organisations across more than 30 countries, from Hawaii to the Caribbean, Australia and the Coral Triangle [in Southeast Asia].
Foundation grants have supported the creation and expansion of more than 13 million sq km of marine protected areas (MPAs), an area larger than the United States; produced the 50 Reefs Initiative, a landmark study that identified the world’s coral reefs most resilient to climate change and most imperative for conservation and restoration efforts; and supported the promotion of an Emmy and Sundance award-winning documentary, Chasing Coral.
Current Tiffany & Co Foundation grants support the Coral Reefs of the High Seas Coalition, an initiative to create the first coral reef MPAs of the high seas, and initiatives to create new MPAs or strengthen existing protections in oceans [around the world].
Advancing our decades-long commitment to ocean conservation and helping to protect the natural world, Tiffany & Co recently introduced the Love For Our Oceans initiative, releasing T Smile by Tiffany cord bracelets crafted with 18-karat gold and Repreve Our Ocean recycled polyester, [a material] made entirely from ocean-bound plastic bottles.
T Smile bracelets (Photo: courtesy of Tiffany & Co)
Tell us more about the Love for Our Oceans initiative and the impact you hope to make.
Love For Our Oceans celebrates Tiffany & Co’s love of the planet and love for a better tomorrow. We aim to raise funds and awareness for ocean conservation through the sale of our T Smile by Tiffany cord bracelets. The House pledges to give at least US$1 million to The Nature Conservancy to support its goal of conserving four billion hectares of ocean by 2030. This initiative is part of our broader commitment to help protect our planet’s precious marine environments.
What can you tell us about Tiffany & Co’s long-running partnership with The Nature Conservancy?
The partnership has been incredibly successful. Tiffany & Co and The Tiffany & Co Foundation have proudly partnered with [TNC] since 2007, awarding it over US$2 million in The Tiffany & Co Foundation grants and mobilising an additional US$6.5 million in Tiffany & Co corporate giving towards the preservation of critical ecosystems.
The Love For Our Oceans initiative marks the next chapter in our work together. Through the sales of our T Smile bracelets, the maison is contributing to TNC’s goal to conserve four billion hectares—or about ten per cent—of the world’s most important ocean habitats.
World Ocean Day falls on June 8 (Photo: courtesy of The Nature Conservancy / YM Michael Fung)
What measures is Tiffany & Co taking in terms of materials traceability?
Material traceability is a shared responsibility with our suppliers. Through our Social and Environmental Accountability (SEA) programme, we replace the traditional audit approach, directly engage with suppliers and contribute to high performance across the chain.
We bring high levels of transparency to our traceability in key raw materials, especially diamond, precious metals and coloured gemstones supply chains. We take a thoughtful approach to supplier engagement, invest in the artisans who craft our jewellery and aim to positively impact the communities in which we operate.
We are proud to share the journey of a Tiffany diamond with our clients. In 2019, we launched the Diamond Source Initiative, providing provenance information— region or countries of origin—for every newly sourced, individually registered diamond of 0.18 carats and larger that we set. In 2020, we expanded upon this initiative with the launch of the Diamond Craft Journey, becoming the first global luxury jeweller to reveal to its clients the countries where these stones are crafted.
In 2024, Tiffany & Co successfully achieved 99.99 per cent traceability of newly sourced, individually registered diamonds to mine of origin or a supplier’s set of approved mines. We have 100 per cent traceability of our coloured gemstones to their country of origin. Our [approach] helps uphold standards of craftsmanship, safe and healthy working environments, community economic development and supply-chain traceability.
A close up of the T Smile bracelet (Photo: courtesy of Tiffany & Co)
What emerging sustainability trends or technologies is Tiffany & Co most excited about, and how might they impact the brand’s approach?
We are dedicated to protecting [nature] by taking bold action on climate change and conservation. As impacts of climate change accelerate, we are strengthening our commitment to protecting the planet. We have pledged to significantly reduce greenhouse gases across our entire value chain— from the sourcing of our precious raw materials to the production of our jewellery to last mile delivery and client engagement.
We are also closely watching nature-based solutions to help drive significant environmental impact. For example, we are researching blue carbon initiatives—[those] that attempt to capture and sequester carbon through mangrove and seagrass planting and restoration.
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