Consumers want to know the origin of the things they buy, like the name of the farm that supplied their milk or the source of the feathers in a down jacket. But when it comes to a diamond — quite likely one of the most expensive and emotional purchases a jewelry buyer will ever make — most know next to nothing about the source of the stone.
Tiffany & Company, which sold more than $500 million worth of diamond engagement rings in 2017, is hoping to change that. Beginning Wednesday, it will start a program that will identify for customers the country where their diamond was mined, and, eventually, information on where it was cut, polished and set.
The move is part of an effort among jewelers to attract younger shoppers, who may look upon established, venerable stores as stuffy and uncool. They also tend to eschew the hefty baubles their parents preferred for a much more spare style. Continue Reading →