Coral: Too Precious To Wear

Filed in archive Jewelry News on March 21, 2010

When I was in New York recently, I passed a Tiffany & Co. window with an ocean theme. I didn't think much of it - just another marketing gimmick. It turns out that the theme was a little too subtle for me: Tiffany was actually trying to make a statement.

"The theme of the window display underwater world is designed to inform the public that coral is a living thing which can account for the coral reef systems to provide food and breeding sites for the reproduction of marine organisms," says the Tifffany & Co. website.

I admire them for taking a stand, and for actually caring. As consumers, our insatiable appetite for pink coral jewelry has been terrible for our reefs. Imagine the clownfish Nemo without a reef to hide in.

Okay, invoking a Disney character is truly under the belt, but things have gotten so bad that scientists and conservationists are urging industries to act where governments have not.

For more info about coral, check out Too Precious To Wear. In addition to Tiffany, the site lists other jewelry and fashion designers who've gotten on board. With Paloma Picasso and Reem Acra on the list, you'll be in good company.

Photo above is from Tiffany.com.