The Tiffany & Co. Foundation has promoted coral reef conservation since its inception in 2000. Through a recent series of grants to SeaWeb, a nonprofit organization dedicated to advancing ocean conservation through social marketing practices, the Foundation is working to advance the relevance and importance of coral reef conservation.

In January 2008, The Tiffany & Co. Foundation joined SeaWeb in launching Too Precious To Wear, a communications-based campaign which utilizes widespread media attention to promote coral awareness and conservation. Through partnerships with the jewelry, fashion and home decorating industries, SeaWeb drew public attention by cultivating strong media relationships in an effort to improve coral policy, promote a coral jewelry substitute and decrease coral consumption.

Julia Louis-Dreyfus joined Dawn Martin, president of SeaWeb, and Michael Kowalski, chairman and CEO of Tiffany & Co., in making this launch a success.