A huge school of yellowstripe in the waters of Dampier Strait off the Raja Ampat Islands of Indonesia. © Jeff Yonover
Earth’s oceans cover 70% of the planet and are home to incredible biodiversity. The oceans circulate life’s vital elements like a heart—pumping oxygen, nutrients, water and weather around the globe. However, less than 8% of this unique ecosystem is protected. The oceans matter everywhere: What happens in shallow water habitats like coral reefs is felt in distant open-ocean ecosystems—and vice versa.
Did You Know?
Only 8% of the ocean is legally protected.
Teaming Up: Love For Our Oceans Initiative
The Nature Conservancy has teamed up with Tiffany & Co. to help protect our oceans. Building on its decades-long commitment to supporting ocean conservation, Tiffany & Co. has launched the Love For Our Oceans initiative to help conserve oceans around the world for all those who rely on them.
Through the sale of the T Smile by Tiffany cord bracelets, Tiffany & Co. is committing at least USD $1 million to TNC to support its global ocean conservation efforts, including its goal of conserving 4 billion hectares of ocean by 2030. In addition to raising funds, the campaign aims to raise awareness and educate audiences on the importance of ocean conservation.
Specifically, the contribution will support the conservation of critical ocean habitats and conservation projects that tackle some of the most pressing issues facing the ocean today.
T Smile by Tiffany cord bracelets from Tiffany & Co will help support TNC's ocean conservation work
The T Smile by Tiffany cord bracelets are designed with cords made entirely from ocean-bound plastic bottles. Available in three cord colors, the collection includes bracelets with or without diamonds in either 18k rose gold or yellow gold. For each bracelet sold through October 14, 2026, either USD $100 or $200, depending on the piece selected, will be given to The Nature Conservancy.
A History Of Support
Tiffany & Co. has a long-standing history of environmental stewardship and has been working with TNC since 2007. To date, Tiffany & Co. has awarded to TNC more than $2M in The Tiffany & Co. Foundation grants and mobilizing an additional $6.5M from the auction of the first-ever Patek Philippe Nautilus watch featuring a Tiffany Blue® dial. Most recently, TNC and Tiffany & Co. are working on salmon habitat protection and coral conservation across multiple geographies.
Between October 15, 2024 and October 14, 2026, Tiffany & Co. will contribute USD $100 for every T Smile by Tiffany all metal cord bracelet sold and $200 for every T Smile by Tiffany diamond cord bracelet sold in participating jurisdictions, depending on the piece, to TNC for a minimum global contribution of USD $1,000,000. TNC’s mission is to conserve the lands and waters on which all life depends. More information about TNC is available by mail at 4245 N. Fairfax Drive, Suite 100, Arlington, VA 22203, USA; by phone at 800 628 6860. Charity registration number 66007778 in the District of Columbia, USA. VOID WHERE PROHIBITED.
Learn More
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Conserving Our Ocean
How we’re protecting ocean habitats and coastlines, addressing the impact of climate change and supporting sustainable fisheries and aquaculture.