Cut, color, clarity, and carat are the essential factors to consider when shopping for diamonds. They make up the four c's, the grading system that delineates the quality of a given stone. Lately, however, consumers are looking for another c—read: conflict-free—before making a purchase. And Tiffany & Co. is ensuring that it is offering just that. Come October, the famed jewelry company will start providing clients with certificates that show the step-by-step journey that its designs go through before reaching the selling-room floor.
“Our customers deserve to know that a Tiffany diamond was sourced with the highest standards, not only in quality but also in social and environmental responsibility,” said Kamadoli Costa, Tiffany & Co.’s chief sustainability officer, in a statement. “We believe that diamond traceability is the best means to ensure both.”
From its suppliers in Australia, Botswana, Canada, Namibia, and South Africa, to its planning facility in Belgium, to its manufacturing centers in Mauritius, Botswana, Vietnam, and Cambodia, to its workshop in New York, would-be clients will have the ability to make sure that their purchases keep to sustainability standards and are devoid of unsound labor practices. Indeed, the brilliance of a stone or the intricacy of the setting is no longer enough to make a sale. There is growing interest in the provenance of gems and the many hands it takes to create a single bauble. And being a leader in the jewelry category, Tiffany & Co. is aiming to be ahead of the curve.
The firm’s transparency initiative began in 2019, when it was purportedly the first global jewelry company to provide an account of the country of origin for its registered diamonds. And now, with a program that gives insight to the entire production process, Tiffany & Co. is showing further how it is a cut above the rest.
“Sharing the craftsmanship journey of Tiffany diamonds reflects decades of investment in our supply chain,” said Andrew Hart, the brand’s SVP of diamond and jewelry supply. “Directly sourcing responsibly mined rough diamonds, and crafting and setting those diamonds to our standards in our own workshops, is unique to Tiffany among luxury jewelers.”
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