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Tiffany & Co. Launches New Engagement Rings And The Diamond Source Initiative

  |  By Alison McGill

Tiffany Setting engagement rings by Tiffany & Co.

Engagement season is upon us and if this is something set to be happening soon in your life, you likely have been looking at rings—styles, stones and where those gems are sourced from.

Tiffany & Co. has launched three incredible new ring designs this fall. The Tiffany Novo heart-shaped ring; the Tiffany True engagement ring with Tiffany True diamond and diamond band in a selection of precious metals; and the Tiffany Setting engagement ring in black titanium, titanium and platinum. The company is also launching an exclusive new traceability program that details the journey of each and every Tiffany diamond.  

Tiffany Novo heart-shaped engagement ring.

We spoke to Victoria Wirth Reynolds, chief gemologist at Tiffany & Co. about the Diamond Source Initiative and why it’s such an important one for the company and consumers.

Why is Tiffany & Co.'s Diamond Source Initiative so important?
“When we introduced the Diamond Source Initiative in 2019 it was an important move that solidified our unique position as the leader in diamond traceability. No other global luxury jewelers can share with customers the provenance—region or countries of origin—of all newly sourced, individually registered diamonds larger than 0.18 carats. We’re proud to take our commitment to being fully transparent a step further, by sharing the full craftsmanship journey of these extraordinary diamonds, providing information on where they are cut, polished, graded and set. For years, we’ve been fostering relationships with suppliers and ensuring we operate our business in the most responsible manner possible, along every step of the supply chain.
Over two decades ago, we began investing in the vertical integration of our supply chain, something that is truly unparalleled in the jewelry industry. Having a strong chain-of-custody process with direct oversight of our own diamond cutting and polishing workshops gives us complete control over the sourcing and conditions—and, as a result, the authority to operate our business as responsibly as possible. This initiative resonates with our clients—especially savvy consumers who want to know where their most precious possessions are made and how they came to be. So, there’s an interest in transparency and knowing a diamond is not only exceptionally beautiful, but one that is responsibly sourced and made with a positive impact to communities.”

The Diamond Source Initiative traces the journey of every Tiffany & Co. diamond.

When considering diamond buying why is it important to know the story of your stone?
"In the same way we want to know where our food comes from, consumers want to know about the origins of their diamonds and the unique journeys they take. Most people know what carat weight refers to or cut, but every diamond has a much richer story to tell—and today more than ever, it’s important that we tell that story. It makes a difference and is really a point of differentiation that we’re so immensely proud of. People want to feel confident they made the right choice in the selection of their diamonds, and at Tiffany, we provide data that provides this very important peace of mind.”

The Tiffany & Co. diamond grading process.

What is the most important thing you find people look for when diamond shopping?
“There are so many factors that people consider when looking for the perfect diamond. Some are looking for their favorite cut, others want as close to flawless clarity possible, others are strictly looking for size. What’s truly exceptional about Tiffany diamonds is no matter what you’re looking for, there is always going to be transparency about where the diamonds came from. And very few diamond purveyors can say that. I cannot stress enough the importance of knowing the origin of your diamond, and it really is a guarantee that your diamond is nothing short of the very best. And this makes me incredibly proud.”


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