Tiffany & Co. Launches Love For Our Oceans Initiative in China

On April 22, Tiffany & Co. introduced its Love For Our Oceans initiative in mainland China, reinforcing its commitment to environmental sustainability.

As part of the program, the brand will donate proceeds from the sale of its Tiffany T Smile Bracelet to the Mangrove Conservation Foundation (MCF). The funds will support the protection and restoration of mangrove wetlands—critical coastal ecosystems known for safeguarding shorelines, purifying water, and capturing carbon. The initiative also aims to raise awareness of environmental issues and promote climate resilience.

Crafted from REPREVE® Our Ocean™ recycled polyester—made from plastic bottles collected near oceans—the T Smile Bracelet comes in ten styles, featuring both diamond and non-diamond designs in 18k yellow and rose gold. For each bracelet sold in mainland China until October 2026, Tiffany will donate RMB 1,450 (diamond version) or RMB 750 (non-diamond version) to MCF.

“We believe that protecting the planet is not only a responsibility but a legacy we’ve upheld for nearly 25 years,” said Anthony Ledru, President and CEO of Tiffany & Co. “With this initiative, we continue to build meaningful partnerships that advance ocean conservation and reflect our deep respect for the natural world.”

Since 2000, The Tiffany & Co. Foundation has awarded over $40 million to 44 organizations in more than 30 countries, supporting marine conservation, marine protected areas, and coral reef research. Signature projects include 50 Reefs and the award-winning documentary Chasing Coral, which helped bring global attention to the urgent threats facing our oceans.