Tiffany & Co. launches "Love For Our Oceans" project in China
Tiffany & Co. has officially launched the "Love For Our Oceans" project in mainland China, aiming to support mangrove wetland conservation and fulfill its commitment to sustainable development. The initiative will provide funding to the Mangrove Conservation Foundation (MCF) through the sales of the Tiffany T Smile bracelet.
The Tiffany T Smile bracelet is crafted from REPREVE® Our Ocean™ recycled polyester fibers from pre-consumer plastic bottles recovered from coastal areas and oceans. This material choice reflects Tiffany's long-standing dedication to preserving natural beauty and protecting the oceans.
On April 22, 2025, Tiffany & Co. officially kicked off the "Love For Our Oceans" project in mainland China. By selling the Tiffany T Smile bracelet, the brand will support the Mangrove Conservation Foundation (MCF) and contribute to the protection and restoration of mangrove wetlands. This project aims to promote the sustainable development of mangrove ecosystems, enhance local community well-being, strengthen climate change resilience, and raise public environmental awareness.
The Tiffany T Smile bracelet comes in 10 designs, featuring 18K yellow gold or rose gold with or without diamonds. From now until October 2026, Tiffany will donate to the MCF for each bracelet sold in mainland China. Specifically, for each diamond-embedded bracelet sold, RMB 1,450 will be donated, while RMB 750 will be donated for each non-diamond bracelet sold.
Since its establishment in 2000, the Tiffany Foundation has achieved remarkable results in global ocean conservation. As a leader in ocean protection, the Foundation has provided over USD 40 million in funding to 44 organizations across more than 30 countries and regions. It continues to support the United Nations' goal of protecting 30% of the world's oceans by 2030. The Foundation has also driven the construction and expansion of marine protected areas (MPAs) covering over 1.3 million square kilometers, advanced the landmark "50 Reefs" study, and supported the promotion of the Emmy and Sundance award-winning documentary Chasing Coral.
