With perfect timing for their New Year‘s resolutions, Tiffany & Co. has recently announced that they will be sharing the origin of each diamond with their customers. In an industry that is often ridiculed for questionable practices and unethical practices, Tiffany embraces this change in hopes of improving the industry’s future. 

Following the lead of their 2018 Spring campaign Believe in Dreams starring Elle Fanning, Tiffany & Co. continues to tap a younger audience. They have been more inclusive in their advertising and celebrity endorsements, have updated and maintained a unique social media presence, and have scheduled a massive renovation to the flagship Tiffany & Co. store in NYC.

The brand says they are updating their practices to stay relevant and relatable to this new audience and to maintain their leadership status in an ever-changing industry. The CEO has expressed that it is important for them to acknowledge the ways that the company is improving to attract a larger audience and have a positive impact on society.

Shoppers will now be able to see the origin of the jewelry and ask store representatives about the sourcing and geographic information for each registered diamond. On top of this, by 2020 you will be able to see the entire journey of the diamond; including where it was mined, cut, polished, etc.. Talk about transparency! This is an industry first and will serve as a big step in the right direction for the brand.