Just because we're celebrating friends and family, doesn't mean it should come at the expense of Mother Nature

The French conglomerate was reported to have paid a cool US$16.6 billion for the American jeweller.

The move is likely part of the greater plan to make the brand cool and relevant to younger consumers.

So said Alessandro Bogliolo, chief executive officer, Tiffany & Co, about its new Diamond Source Initiative.

Brand activism is on the rise, with a new generation of socially-conscious consumers driving values-based purchases.