One hundred percent. That’s 100% of the net profit proceeds of the sales from the Tiffany Save the Wild Collection will be donated to support the anti-poaching, anti-trafficking and ivory demand reduction projects around the world through the Elephant Crisis Fund (ECF), an initiative of Save the Elephants and the Wildlife Conservation Network in partnership with the Leonardo DiCaprio Foundation, supported by #KnotOnMyPlanet.
Tiffany has long made environmental causes and support of non-profits an integral part of its extensive sustainability program. It has been working with the Elephant Crisis Fund for a couple years. Last fall Tiffany donated an elegant $120,000 elephant clip from the Schlumberger collection made of gold, platinum, diamonds, gems and enamel to a benefit auction for the ECF. To promote the charity and guide donations to knotonmyplanet.org, Tiffany engaged photographer Dan Jackson and stylist Alastair McKimm to shoot the piece on several models including Racquel Zimmerman, Julia Nobis and Imaan Hammam.
This year Tiffany has made it possible for any number of elephant lovers to support the cause and represent the beautiful creature in their jewelry collections with a series of elephant brooches and pendants. The Save the Wild Collection has prices ranging from $150 for a little silver pendant charm set with a tsavorite to $20,000 for a diamond and gold brooch. Model Doutzen Kroes has worn the diamond rendition of the brooch several times including to the fourth annual Leonardo DiCaprio Foundation Gala in St. Tropez, France on July 23, 2017.
Tiffany’s work with Elephant Crisis Fund was inspired by the urgent need to save the creatures. Up to 30,000 elephants are killed each year for their ivory. According to the reports, elephants are at risk of becoming extinct. Tiffany’s Chief Sustainability Officer, Anisa Kamadoli, says, “I think that now, more than ever, it’s important to use the power of brands, business and consumer demand to affect change.”