Will gem transparency win over young jewelry shoppers? Tiffany & Co. has unveiled a new transparency initiative that will let shoppers see where the diamonds they’re buying come from—including where they were sorted, planned, cut, polished, graded, and set. By doing this, the retailer is hoping to “strengthen its apparel to a younger generation of consumers” who are into ethically and sustainably sourced products. We’ve tracked how Millennials really feel about engagement rings and found the majority don’t think they have to have diamonds. Tiffany hopes that this move will convince young buyers to “invest” in one. (Business Insider)
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