Global luxury jeweler Tiffany & Co. is reinforcing its commitment to environmental stewardship with the launch of its groundbreaking Love For Our Oceans initiative, aimed at protecting and restoring the world’s oceans. Through the sale of its T by Tiffany Smile cord bracelets, Tiffany & Co. seeks to raise over $1 million (£800k) in support of ocean conservation efforts, in partnership with The Nature Conservancy, a global leader in environmental protection.
Since 2007, Tiffany & Co. has partnered with The Nature Conservancy (TNC), awarding over $2 million (£1.5m) in grants through The Tiffany & Co. Foundation and mobilizing an additional $6.5 million (£5m) toward preserving critical ocean ecosystems. This initiative builds on the company’s legacy of responsible and sustainable practices while furthering its mission to safeguard the natural world for future generations.
The Tiffany Smile by Tiffany bracelets are not only stylish but environmentally conscious. They are crafted using Repreve Our Ocean cords, which are made entirely from ocean-bound plastic bottles, blending Tiffany’s hallmark luxury with eco-friendly innovation.
“Our oceans are a source of eternal wonder and joy, and we must do everything we can to protect them,” said Anthony Ledru, President and CEO of Tiffany & Co. “Through this new initiative, we’re excited to raise both awareness and funds for ocean conservation, helping to preserve the beauty of our planet for generations to come.”
Since its inception in 2000, The Tiffany & Co. Foundation has been a driving force in ocean conservation globally. It has awarded more than $38 million (£29m) in grants to 44 organizations across over 30 countries, from Hawaii to the Caribbean, Australia, and the Coral Triangle. These efforts support the United Nations Biodiversity goal, which aims to protect 30% of the world’s oceans by 2030.
The Foundation’s support has led to the creation and expansion of over 13 million square kilometers of Marine Protected Areas (MPAs), a region larger than the United States. Tiffany & Co. has also played an instrumental role in projects such as 50 Reefs, a landmark study identifying the world’s most resilient coral reefs, as well as promoting the acclaimed documentary, Chasing Coral, which won an Emmy and a Sundance Award for its contribution to environmental education.
“Tiffany & Co. and The Nature Conservancy have worked together for more than a decade, advancing critical conservation projects from the Caribbean’s coral reefs to the salmon-rich rivers of Alaska,” said Jennifer Morris, CEO of The Nature Conservancy. “The Love For Our Oceans initiative will help us reach our goal to conserve four billion hectares of the world’s most important ocean habitats, further strengthening our shared commitment to a sustainable future.”
Comprising 10 distinctive styles, the Tiffany & Co. bracelets are available in 18k yellow or rose gold, with or without diamonds. For each bracelet sold through 15 October 2026, Tiffany & Co. will donate $100 (£76) or $200 (£153), depending on the piece selected, to support The Nature Conservancy’s ocean conservation efforts.
With this initiative, Tiffany & Co. is demonstrating that luxury and environmental responsibility can go hand in hand, proving that elegant design and global stewardship are not mutually exclusive, but rather, complementary. Through the power of jewelry, Tiffany & Co. continues to champion sustainability, making it possible for every piece to contribute to a brighter future for the oceans.
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