Tiffany & Co. is a household name worldwide, known for its jewelry and iconic blue box packaging. However, the brand isn’t just making waves in the fashion and accessories world. The company wants to impact the environment positively, and its marine conservation initiative is the latest example of Tiffany’s efforts to do business for good.
Earlier this month, Tiffany debuted Love For Our Oceans, an initiative to raise at least $1 million for The Nature Conservancy’s marine conservation efforts. To meet this goal, the brand released the T Smile by Tiffany cord bracelets. The bracelets start at around $500. Depending on the purchased bracelet’s price range, either $100 or $200 from each sale will go toward meeting the initiative’s goal.
“At Tiffany & Co., we inspire people to express and celebrate the many facets of love, including love for the planet and love for a better tomorrow,” writes the company. “The introduction of these bracelets represents the next chapter in the House’s ongoing philanthropic journey as well as our love of the planet and the beautiful materials and resources that it affords us.”
The bracelet production itself is a way of supporting the planet’s oceans. Each bracelet is made from REPREVE® Our Ocean™ material. REPREVE is a recycled polyester fiber crafted from ocean-bound plastic bottles. The company says that the bottles used to produce REPREVE are collected from areas within 50 kilometers of a coastline and that do not have formal waste or recycling programs, increasing the odds of a bottle reaching the ocean.
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This is one of many marine conservation initiatives Tiffany has launched. The company has a history of allocating corporate grants and giving through its ocean-focused nonprofit arm, The Tiffany & Co. Foundation, to organizations working to save our oceans. Since 2000, the foundation has granted over $100 million to organizations that have protected 13 million square kilometers of ocean worldwide.
The Tiffany & Co. Foundation has partnered with The Nature Conservancy since 2007. The Nature Conservancy’s marine conservation work has received $2 million in foundation grants, and Tiffany has generated an additional $6.5 million through various initiatives for the organization. The funding from this latest initiative will support the Conservancy’s goal of protecting 4 billion hectares of ocean by 2030 while also helping educate people on marine conservation.
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“For more than a decade, Tiffany & Co. and The Nature Conservancy have collaborated on projects that protect nature—from coral reefs in the Caribbean to salmon runs in Alaska,” stated Jennifer Morris, CEO of The Nature Conservancy. “The Love For Our Oceans initiative opens the next chapter in our work together, significantly advancing efforts to conserve ocean habitats.”
The Love For Our Oceans initiative will run until October 14, 2026. Jewelry that protects the ocean is yet another example of the market’s power to protect our planet’s wild places.
The views and opinions expressed are those of the author’s and do not necessarily reflect the official policy or position of C3.
