Tiffany & Co. has announced it will begin sharing the provenance of its newly sourced, individually registered diamonds with consumers.
It added that by 2020, it will also share the diamond’s craftsmanship journey – which it says will be an industry first.
Named the ‘Diamond Source Initiative’, Tiffany is tracing each of its individually registered diamonds (0.18 carats and larger) through a “T&Co” serial number etched by laser and invisible to the naked eye, and providing consumers geographic sourcing information specific to their diamond. Beyond general assurances of “conflict free”, Tiffany said that knowing provenance is “critical to ensuring its diamonds are among the most responsibly sourced in the world”.
Provenance information will also be merchandised in Love & Engagement caselines in Tiffany stores around the world, alongside a selection of diamond rings with their individual provenance clearly displayed. In addition, geographic sourcing information for all individually registered diamonds will be made available to consumers via Tiffany & Co. sales professionals and customer service.
Additionally, from Q1 2019 Tiffany will begin including provenance on the Tiffany Diamond Certificate for individually registered diamonds, alongside the stone’s other specifications, information not made available on other industry lab reports or by other global luxury jewellers.
Alessandro Bogliolo, chief executive officer, Tiffany & Co, said: “Diamonds, formed up to three billion years ago and brought to the earth’s surface by a miracle of nature, are symbols of the most important moments in our lives. There should be nothing opaque about Tiffany diamonds. Our clients want and deserve to know where their most valuable, most cherished diamond jewellery is from, and how it came to be.”
Anisa Kamadoli Costa, chief sustainability officer, added: “Tiffany & Co. has long been committed to diamond traceability and going above and beyond industry norms to promote the protection of the environment and human rights. A transparent journey of responsible sourcing reflects the many positive and far reaching benefits along every step of the diamond supply chain.”