Tiffany & Co.’s 2025 Sustainability Report marks the Foundation’s 25th anniversary with a 53 percent drop in total greenhouse gas emissions, 99.99 percent diamond traceability via blockchain, over $1.6 million raised for ocean conservation, and two Cannes Lions for its 1837 Tiffany Blue Conservation campaign.
The Tiffany blue box — robin’s egg blue, Pantone 1837, a shade trademarked since 1998 and unavailable to any other company in any industry — arrives tied in white ribbon, and most people who receive one hold onto the box long after whatever was inside has been worn out or passed on. The 2025 Sustainability Report from Tiffany & Co. is, in a sense, about what the box has been doing in the meantime.
The Tiffany & Co. Foundation turned 25 this year, which makes it, the company says, the first luxury brand to sustain a quarter-century of uninterrupted environmental philanthropy. The Foundation’s first grant, awarded in 2000 to the Wildlife Conservation Society in support of coral reef protection, was followed by another, and another; its grantees have now supported the protection of more than 15 million square kilometers of ocean — an area roughly twice the size of the contiguous United States — through the creation of more than 50 marine protected areas across all five oceans. The Atlantic. The Pacific. The Indian, the Arctic, the Southern. All of them.
The decision that started it
In 2004, Tiffany stopped selling coral jewelry and urged other jewelers to follow. The industry, which had been mining coral from reefs and setting it in gold and selling it as an aspirational object for generations, did not immediately comply; Tiffany did it anyway. “Our very first grant was in coral reef conservation, and that work has continued ever since,” Annika Dubrall, director and head of global sustainability and philanthropy at Tiffany & Co., told Marketing Daily.
The 2025 extension of that logic was a campaign called 1837 Tiffany Blue Conservation, created in partnership with Pantone and agency L&C, built on a single observation: the proprietary shade of blue that Pantone codified as Tiffany Blue in 2001 — the one no other company is permitted to use — appears naturally in the endangered marine ecosystems where the Foundation’s grantees work. “It just so happened that a similar shade of blue to Tiffany Blue is found naturally in a lot of the ocean where marine life is at risk and where Tiffany & Co. Foundation grantees are working to protect and restore ocean habitats,” Dubrall told Marketing Daily. The campaign won two Silver Lions at the 2025 Cannes Lions International Festival of Creativity — the first Cannes Lions in the House’s history — in the Luxury and Design categories. “The color isn’t available to others — it’s precious,” Dubrall said. “And the ocean is precious as well, and needs our protection.”
The practical side of the campaign, the Love For Our Oceans initiative launched in late 2024, raised over USD $1.6 million in its first year to support The Nature Conservancy’s global marine work; the money came largely through sales of T Smile cord bracelets crafted in 18k gold and Repreve Our Ocean recycled polyester, a fiber made entirely from ocean-bound plastic bottles collected within 50 kilometers of coastlines with no formal recycling infrastructure. The bracelets start at $500. Part of that goes to the ocean.
53 percent
Total greenhouse gas emissions fell 53 percent compared to Tiffany’s 2019 baseline — from more than 600,000 tons of CO2e to 285,998 — and emissions from the brand’s own operations dropped 59 percent over the same period. In 2023, Tiffany became the first luxury jeweler to receive approval from the Science Based Targets initiative on a 2040 net-zero emissions target; the 2025 numbers suggest the brand is tracking ahead. In August 2025, the Madrid flagship store earned LEED Platinum certification, the highest classification in the international standard; Tiffany now operates 83 LEED-certified sites globally, including stores in Miami, Bangkok, and Palo Alto that achieved Gold status this year. The Blue Box packaging was redesigned: all new boxes and bags are made from 100 percent recycled paper, all corrugated cardboard uses 100 percent recycled content, and the bags now carry printed recycling instructions for customers. In New York and London, 100 percent of local deliveries run on electric or hybrid vehicles.
On diamonds, the numbers are specific in a way that takes a moment to register: 99.99 percent of newly sourced, individually registered diamonds were traced to their mine of origin, or to a supplier’s approved set of mines, in 2025. Tiffany accepts only 0.04 percent of the world’s gem-grade diamonds. Every round brilliant is cut to triple excellent standards — the highest designation available for cut, polish, and symmetry — and all 100 percent of the brand’s diamond suppliers have achieved Responsible Jewellery Council certification. Laurelton Diamonds, Tiffany’s wholly owned subsidiary that sources, cuts, and polishes the brand’s stones, joined the Aura Blockchain Consortium in 2025, a platform co-founded by LVMH that logs supply chain data end-to-end on blockchain. In December 2025, Tiffany joined the Swiss Better Gold Association, a nonprofit that supports responsible gold value chains — from mine to market — for artisanal and small-scale miners, the people who produce the raw material and are historically among the hardest to trace.
Tiffany employees planted 1,837 mangroves at Jubail Mangrove Park in Abu Dhabi — the number a deliberate echo of the brand’s founding year. In Singapore, teams collected over 140 pounds of ocean-bound plastic during a beach clean-up with the Ocean Purpose Project. In Miami, Tiffany worked alongside LVMH Maisons, including Hublot, Moët & Chandon, and Parfums Christian Dior, to restore Historic Virginia Key Beach Park. Twenty-five years, fifty marine protected areas, all five oceans.
“The oceans literally unite us,” Dubrall told Marketing Daily. “Many people point out that really, it’s all one ocean. We want to engage with the public to create a ripple effect.”
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