Since 1837 Tiffany and Co. have made it their business to offer diamonds of the glittering kind, but now it’s serving up diamonds of political opinion.
A recent tweet by the company made public its support of the Paris Climate Agreement and some are looking at the tweet as less desirable than the company’s traditional offerings.
Tiffany strongly supports keeping the U.S. in the #ParisAgreement. pic.twitter.com/oGC4wdz4aQ
— Tiffany & Co. (@TiffanyAndCo) May 9, 2017
The message, which references President Trump directly and pleads with him for the future of the planet’s children, is seen by some Tiffany fans as taking a step too far and shedding its non-political tradition. Some responses threatened to personally boycott the store, particularly when considering Mother’s Day presents, though none suggested an official boycott movement.
By contrast, a number of people tweeted in support of the company’s statement, countering that it was not a political stance, but a moral one.
Tiffany’s did not confine the message to Twitter. The company also took out an ad in the New York Times on Tuesday, the same day that the tweet appeared and in conjunction with several other companies doing the same. The message also appeared on Tiffany’s Instagram account.
President Trump, whose youngest daughter is named after the company, has not responded to the statement.
Ironically, dust made from diamonds that is then sprayed into the atmosphere has been proposed as one way to combat climate change. The theory is that this would diffuse the sun’s energy and mimic cooling.