Tiffany & Co. Deepens Commitment To Ocean Conservation With A New Initiative

Tiffany & Co. has a new environmental initiative, Love For Our Oceans, aiming to support ocean conservation efforts worldwide. This initiative is fully committed to raising over $1 million through the sale of T by Tiffany Smile cord bracelets, with proceeds benefiting The Nature Conservancy’s ongoing work to protect the world’s oceans. The Love For Our Oceans campaign represents a significant expansion of Tiffany & Co.’s longstanding commitment to environmental stewardship, showcasing the brand’s dedication to safeguarding the natural world.

Tiffany & Co. has long been a leader in corporate environmental responsibility for nearly 25 years, with a history of supporting ocean conservation through both The Tiffany & Co. Foundation and corporate grants. Since 2007, the company has partnered with The Nature Conservancy, directing over $2 million in Foundation grants and mobilizing an additional $6.5 million to help preserve vital ecosystems.

The Tiffany & Co. Foundation, established in 2000, has awarded more than $38 million to 44 organizations in over 30 countries, advancing global ocean protection efforts. This funding has supported the expansion of more than 13 million square kilometers of Marine Protected Areas (MPAs), exceeding the size of the United States. The Foundation’s grants have also backed groundbreaking research and conservation projects, including the 50 Reefs study, which identified coral reefs most resilient to climate change and essential for restoration. Additionally, Tiffany’s support helped promote the Emmy® and Sundance award-winning documentary, Chasing Coral, further raising awareness about the importance of marine conservation.

Photo Credit: Courtesy of Tiffany & Co.

The Love For Our Oceans initiative aims to contribute to the United Nations’ Biodiversity goal of protecting 30% of the world’s oceans by 2030, with The Nature Conservancy’s focus on conserving 4 billion hectares, or 10% of the world’s most critical ocean habitats. Jennifer Morris, CEO of The Nature Conservancy, emphasized the significance of this ongoing partnership, stating, “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, significantly advancing efforts to conserve ocean habitats.”

The initiative is centered around the T Smile by Tiffany cord bracelets, made with REPREVE® Our Ocean™ cords, crafted entirely from plastic bottles recovered from the ocean. The T by Tiffany Smile cord bracelet collection includes ten styles, each available in 18k yellow or rose gold, with some designs featuring diamonds. For every bracelet purchased between now and October 14, 2026, $100 or $200 will be donated to The Nature Conservancy, depending on the design.

Anthony Ledru, President and CEO of Tiffany & Co., noted, “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.” The Love For Our Oceans initiative exemplifies Tiffany’s ongoing dedication to preserving the planet’s beauty and the natural resources that inspire the brand’s iconic creations.