Tiffany touts transparency of diamond acquisition in documentary

Image from Tiffany’s “Journey of a Diamond”

Jeweler Tiffany & Co. is enlightening consumers on how its diamonds make their way into its blue boxes by charting the stones’ path from the time they are unearthed.

Tiffany’s short film, “Journey of a Tiffany Diamond,” travels with the gem stones as they undergo both careful refinement and an arduous selection process before being set into the brand’s jewelry. Consumers are increasingly concerned that the businesses they support take responsibility for both people and the planet, making opening up operations in this manner a way to create additional appeal for a particular label.

Traveling with Tiffany
The first stop in the diamond’s trip is to Tiffany’s studio in Antwerp. Here, artisans convert the rough stone into a gem and sort it based on size, color, clarity and fluorescence.

Next for the diamond is a trip to a workshop in Mauritius, where it will be polished by local artisans.

Image courtesy of Tiffany

In New York, the diamond reaches its final stop, as it is inspected. Only .04 percent of gem-grade stones make the cut for the jeweler.

In all, this process takes a year to complete.

Tiffany & Co. — The Journey of a Tiffany Diamond

At Tiffany & Co., the jeweler takes an honest approach to the ugly sides of the mining industry, offering a layered and encapsulated sustainability statement for consumers to pursue.

Tiffany brings to light its commitment to corporate social responsibility with a dedicated page on its Web site that outlines the brand’s charity projects, sustainability efforts and responsible sourcing.

“We took a bit of a step back and said, ‘We’re not going to market sustainability,'” said Michael Kowalski, chairman of the board at Tiffany & Co, during a panel discussion at The International New York Times Luxury Conference this past April. “‘We’re going to assume our responsibility, and we’re going to assume that when a consumer steps into a Tiffany store, they expect, as part of the brand promise, that we’ve taken care of all the nasty bits around the supply chain'” (see story).

from Jewelry – Luxury Daily https://www.luxurydaily.com/tiffany-touts-transparency-of-diamond-acquisition-in-documentary/
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