Honesty and transparency is something all the luxury names are keeping in mind when it comes to securing a loyal and young customer base.
If in the past you’ve struggled to find out where your bit of sparkle came from, Tiffany & Co. have announced a major step towards being open about the exact geographical location of their stones.
The house will now share the origins of all of its diamonds (0.18 carats and larger) with their perspective buyers. How? When you peek through the glass cabinets at the dazzling jewels, you will see a note next to each piece that will state the provenance of the stones.
To further cement this strategy, there will be a serial number etched on the gem’s surface, but don’t worry, this little detail will be completely invisible to the naked eye.
“Through transparency in sourcing and craftsmanship, we hope that people will further understand the important journey of a Tiffany diamond, and its positive impacts around the world,” said Anisa Kamadoli Costa, chief sustainability officer at Tiffany & Co. in a statement.
This move comes into action from today, and by 2020 the brand will be able to share the full journey of the stone from a named mine to the pretty blue box, including where it was cut and polished.
Now that sounds like the perfect environmentally and socially-conscious engagement ring in the making.