Tiffany & Co. Debuts ‘Love for Our Oceans’ Initiative

Thomas Waller
·3-min read

Tiffany & Co. is diving deeper with the debut of the Love for Our Oceans initiative supporting The Nature Conservancy’s ocean conservation efforts with the sale of T by Tiffany Smile cord bracelets. The American jeweler is committed to raising more than $1 million through the program aimed at improving the health of and protecting the world’s oceans.

“As a global luxury jeweler, we are deeply committed to protecting the planet. It is more than our responsibility; it is a long-term commitment that started nearly 25 years ago,” said Anthony Ledru, president and chief executive officer of Tiffany & Co., in a statement. “Tiffany & Co. has made great progress in its ocean conservation efforts through both corporate and foundation grants. The Love for Our Oceans initiative represents the next chapter in our ongoing journey, as well as our love of the planet and the beautiful materials and resources that it affords us.”

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Tiffany & Co. has partnered with the global environmental nonprofit organization since 2007, awarding it more than $2 million in The Tiffany & Co. Foundation grants and mobilizing an additional $6.5 million toward the preservation of critical ecosystems. The T Smile by Tiffany cord bracelets are crafted with Repreve Our Ocean cords — made entirely from ocean-bound plastic bottles.

“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. The Love for Our Oceans initiative opens the next chapter in our work together, and will contribute to TNC’s goal to conserve 4 billion hectares — or about 10 percent — of the world’s most important ocean habitats,” said Jennifer Morris, CEO of The Nature Conservancy.

Since The Tiffany & Co. Foundation’s inception in 2000, it has made strides in its ocean conservation efforts globally. The foundation is a leader in ocean protection, awarding more than $38 million in grants to 44 organizations across more than 30 areas and countries, from Hawaii to the Caribbean, Australia and the Coral Triangle, contributing to the U.N. Biodiversity goal of protecting 30 percent of the world’s oceans by 2030. The Tiffany & Co. Foundation grants have supported the creation and expansion of more than 13 million square kilometers of marine protected areas (MPAs), an area larger than the size of the United States.

In 2016 The Foundation granted $50,000 to the International Wilderness Leadership Foundation to support the global outreach campaign of Exposure Lab’s film “Chasing Coral,” which premiered at the Sundance Film Festival in January 2017. The foundation supported the campaign launch, exposure and capacity building of bringing media attention to the importance of protecting coral reef ecosystems. “Chasing Coral” inspired the 50 Reefs program, a study that identified the world’s coral reefs most resistant to climate change and most imperative for conservation and restoration efforts.

The T Smile by Tiffany collection is made up of 10 styles, available in 18-karat yellow or rose gold — with or without diamonds — and for each bracelet sold through Oct. 14, 2026, either $100 or $200, depending on the piece selected, will be given to The Nature Conservancy.

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