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Tiffany introduces diamond provenance tool

Tiffany & Co. is introducing a new provenance tool as it strives to meet its 2020 goal of making the entire journey of its stones transparent. The Diamond Source Initiative will share the origin of all of its mined diamonds which are larger than 0.18 carats.

“We are ushering in a new era of transparency for diamonds,” said Tiffany’s chief sustainability officer Anisa Kamadoli Costa. “This is something we have long been working on — the sustainable, vertical integration of our supply chain.”

The provenance of each stone will be proven by the engraving of a unique serial number, which will not be visible to the human eye. When customers purchase a piece of jewelry featuring the stone, they will receive a certificate that verifies its origin.

The new tool is part of a sustainability goal wherein by 2020, the brand hopes to be able to track and share the entire craftsmanship journey of all of its stones, from where they are mined to where they are cut and polished.

By launching this tool, Tiffany is aiming to attract younger consumers who are keen to better understand where their purchases come from, and whether they meet their sustainable standards. Millennial consumers are also showing a growing interest towards lab-grown diamond stones, which have a lower carbon footprint than their mined counterparts, while also historically not being linked to conflict.

Tiffany is not the first jewelry brand to initiate a diamond provenance tool, however. In January 2018, DeBeers partnered with IBM to pilot a blockchain tool that could trace the entire journey of its diamonds, ensuring they are conflict-free and natural.

How are you thinking about sustainability? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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business digital snippets e-commerce film social media Startups technology

What you missed: Snapchat’s spectacles, driving see-now buy-now sales, Cartier’s sponsored content

Snapchat spectacles
Snapchat spectacles

It might have been Milan Fashion Week, but the majority of musing worth knowing about in the digital space this past week surrounds the launch of Snapchat’s (now Snap Inc’s) new camera glasses. On top of that has been everything from whether see-now, buy-now fashion week shows are actually driving sales, the fact McQueen and Chanel top a new CoolBrands list, and why LVMH’s digital drive is taking time despite its big Apple hire. Read on for a breakdown of everything you need to know…


TOP STORIES
  • Why Snapchat’s spectacles can succeed where Google Glass failed [AdAge]
  • Are ‘see now, buy now’ shows driving sales? [BoF]
  • Neiman Marcus is encouraging brands to adopt ‘see-now, buy-now’ strategy [Fashionista]
  • Alexander McQueen and Chanel make top 20 global CoolBrands list [The Industry]
  • Inside Cartier’s sponsored content strategy [Glossy]

BUSINESS
  • LVMH’s digital drive takes time despite Apple hire [Reuters]
  • Adidas and Under Armour are challenging Nike like never before [Business Insider]
  • Tiffany proposes growth through engagement in the digital age [BrandChannel]

SOCIAL MEDIA
  • YSL Beauté reveals first ever UK Snapchat lens [The Industry]
  • Adidas claims retention on Snapchat is ‘insane’ compared to YouTube [The Drum]
  • Teens talk Instagram beauty influencers and what makes them buy [Racked]
  • Here’s how much engagement brands got from back-to-school social posts [AdWeek]
  • Google launches messaging app with chatbot [Campaign]
  • Branded emojis coming to messaging apps [WSJ]

MARKETING
  • Gap teams up with Mr Black to raise awareness for denim care [Fashion United]
  • Bobbi Brown initiates mobile makeovers with Uber [WWD]

RETAIL
  • How designer Rebecca Minkoff uses technology to create a better shopping experience [The Street]
  • BHS to launch online a month after last store closed [Guardian]
  • Zara fashions an expanded online growth strategy [BrandChannel]

TECHNOLOGY
  • The secret lab where Nike invented the power-lacing shoe of our dreams [Wired]
  • No. 21 Sends shoes that glow in the dark down the Milan Fashion Week runway [Footwear News]

START-UPS
  • Carmen Busquets, fashion e-commerce’s fairy godmother [NY Times]
  • Where is the Uber of fashion? [Forbes]
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digital snippets e-commerce film social media technology

Digital snippets: Hussein Chalayan’s dissolving dresses, Tom Ford replaces show with Lady Gaga video, Anrealage’s hidden digital detail

Here’s a round-up of the latest stories to know about surrounding all things fashion and tech…

Hussein-Chalayan-melting-clothes-Spring-Summer-2016-Paris-Fashion-Week_dezeen_ss_2

  • Clothes dissolve on the catwalk during Hussein Chalayan show (as pictured above) [Dezeen]
  • Tom Ford releases video for spring 2016 collection starring Lady Gaga [Fashionista]
  • Anrealage plays with flash in collection’s hidden digital detail [NY Times]
  • It’s a trap: Macy’s sets up a selfie wall to lure millennials [Digiday]
  • How Tiffany increased its WeChat fanbase by 1,000% [FT]
  • Apple invents ring-style wearable device with voice control, haptics, cameras and more [Apple Insider]
  • Anouk Wipprecht is building future fashion out of AI and microcontrollers [Inverse]
  • Who’s winning the fashion e-commerce race? [BoF]
  • Female shoppers no longer trust ads or celebrity endorsements, prefer YouTube stars [Fast Company]
  • Here’s how luxury brands are doing social media very wrong (& the few who break the mold) [Refinery29]
  • Inside Vogue’s New York Fashion Week digital wrap party [Digiday]
  • The digital Asia effect [BoF]