Tiffany & Co.’s Save the Wild Collection
Fashion lovers can own a beautiful and cruelty-free menagerie when they buy from Tiffany & Co.’s Save the Wild collection. The line, which originally focused on elephants, now also supports lions and rhinoceroses, which were added to the collection in the fall.
Tiffany donates 100% of profits to the respective funds supporting the conservation of each species within the Wildlife Conservation Network (WCN), helping to save the animals from poaching, and ivory and horn trafficking.
Anisa Kamadoli Costa, chief sustainability officer of Tiffany & Co., says the company’s connection to Africa helped inspire the original collection. “Elephants are a cornerstone species in Africa—where we source and cut and polish many of our diamonds—and one of the most important threats they face today is consumer demand for ivory,” she says, “so we are proud to help educate consumers about this important issue through the Tiffany Save the Wild collection.”
Tiffany’s Save the Wild collection includes pendants and charms in rose gold and silver, and one elephant brooch in white gold and diamonds. Each piece is either an elephant, rhinoceros, or lion, and the segmented charms resemble puzzle pieces.
Costa says the metals are “slotted together” to create the puzzle-like animals. She explains the meaning behind the motif, saying, “They are inspired by our fragile ecosystem, like a big intricate puzzle, where each piece is critical to nature’s balance.”
Naomi Campbell, Rowan Blanchard, and Doutzen Kroes were among the celebrities who joined Tiffany in taking part in the #KnotOnMyPlanet campaign to benefit the Elephant Crisis Fund. Campbell wore the brooch, while Blanchard and Kroes wore elephant charms.
Costa says the Save the Wild collection is one part of Tiffany’s efforts to become more sustainable.
“As a company, Tiffany & Co. values the planet, nature’s abundance, and people,” she says. “We are committed to doing what we can as a business to sustain the natural environment and our global communities.” The jewelry brand’s work in Africa made wildlife conservation on the continent a natural fit for the company.
Costa says Tiffany sources its metals responsibly, and says buyers can trust the supply chain behind the diamonds used in the Save the Wild collection.
“For every step in the journey of a Tiffany diamond, we work to ensure superlative quality, craftsmanship, and responsibility,” she says. “Step one is responsible mining—we source rough diamonds from known mines or from a supplier with a limited number of known mines in order to better protect human rights and ecologically sensitive lands. We also cut and polish the majority of our rough diamonds in our own workshops, where we hire the majority of our employees from the local communities.”
Since the Save the Wild collection launched in September 2017, it surpassed its initial goal of raising $1 million in donations to the Elephant Crisis Fund in just four months. The collection has raised nearly $3 million since then, and Tiffany has pledged to donate an additional $1 million minimum to the WCN by December 2019. These additional funds will go to wherever the need is greatest for each of the three species, by tackling poachers and ivory and horn demand reduction.
Profits from the collection go to the WCN, which protects endangered species by supporting entrepreneurial conservationists who ensure wildlife and people coexist and thrive. The organization seeks out exceptional conservationists for its network and provides them with the funding and resources to save wildlife.
Costa says profits from the Save the Wild collection go directly to support organizations working to protect those animals on the ground. Donations reflect the sales of each species-specific item, and go to the WCN’s partner organizations and conservationists in its extended network working with those species. “Community-based programs find ways in which wild animals can have economic benefits to the community, provide alternative sources of income or skills training to local people, devise new ways of reducing human-wildlife conflict, and support education,” she says.
The Save the Wild collection will continue to work toward its goal of an additional minimum of $1 million in donations through December of 2019, but in the meantime, Tiffany & Co. has more sustainable efforts on the horizon.
Last month, Tiffany announced the Diamond Source Initiative and began sharing information with customers about the region or countries of origin of newly sourced, individually registered diamonds. By 2020, Tiffany also plans to share the craftsmanship journey, like cutting or polishing workshop locations, as well, making the supply chain significantly more transparent.