Tiffany & Co Wide Heart Link Necklace

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(NBC)- You won’t see coral jewelry on the shelves at any Tiffany Jewelry store.

The store doesn’t stock the rare jewel. They call it “too precious to wear” and are encouraging other jewelers to do the same.

The reasoning behind the ban is the effect humans are having on coral reefs. The president of Tiffany Co Foundation, Fernanda Kellogg traveled to see top coral scientists and talk about the impact people are having on the reefs when they break it up and sell it for profit.

Scientists say reefs are more important to the sea, than rain forests are to land.

Miami coral scientist, Andrew Baker, says when people remove coral from the reefs, they are taking a living thing from the water.

He says,

”the job of building a reef ecosystem is that is produces a habitat that all other species depend on.”

Kellogg says they look for the design of coral in other materials. Kellog says, “I think what the alternative is, is beautiful design in other materials. The wonderful sea coral design in silver and gold sprinkled with diamonds. How bad can that be?”

Scientists say, it’s not just the jewelry that is dangerous to seas life, but also decorative coral.

Baker says,

”the removal of corals from jewelry or decor, this is not a critical part of our existence. And it’s one of those activities that really represents a luxury.

So is a heavyweight like Tiffany’s influencing the jewelry industry with its ban on coral?

Kellogg says she hopes other places will take notice.

“The ripple effect is beginning. We’re a long way from being where we need to be.”

Recently the White House and Congress received a letter from 100 scientists and 44 groups asking for much greater protection of reefs.

An international ban on trading certain corals will be proposed later this year.