Tiffany & Co. chief gemologist Victoria Wirth Reynolds.

Tiffany & Co. has appointed a new chief gemologist to lead its cause in bringing transparency to the fine jewelry world.

The jeweler, and soon-to-be LVMH Moët Hennessy Louis Vuitton subsidiary, has named Victoria Wirth Reynolds as chief gemologist. Reynolds currently serves as Tiffany’s vice president of high jewelry and is adding chief gemologist to her responsibilities. The fine jewelry veteran has spent the past 33 years at Tiffany and is the first woman to be instated in the role. Reynolds will replace Melvyn Kirtley, who is retiring after a 30-year career with Tiffany.

As chief gemologist, Reynolds will become Tiffany’s public voice on gemstones, diamonds and craftsmanship — speaking with clients and the press at events and public engagements. She hopes to “lean into” the many artisans that help make Tiffany’s wares and provide a new spotlight for their skills and hard work.

“It’s a dream come true, it’s incredibly humbling and exciting because I couldn’t be prouder to represent the company as well as so many talented women that make up the company workforce,” Reynolds told WWD.

In her newly expanded role, the Rhode Island School of Design-trained gemologist will lead Tiffany’s efforts toward greater transparency. In January 2019, Tiffany launched its Diamond Source Initiative, providing shoppers with a diamond’s country-of-origin for any stone weighing more than 0.18 carats.

Now the company has taken this program one step further with its Brilliant Diamonds campaign, which it hopes will reaffirm Tiffany’s commitment to traceable stones. Later this year, Tiffany will expand its traceability campaign to offer shoppers additional information about the diamonds they buy — sharing details about where a stone was cut, polished and set.

“As the leader in diamond traceability we’re thrilled to further our diamond source initiative by sharing the craftsmanship journey of our individually registered diamonds, including cutting, polishing and setting location, later this year — an industry first,” Reynolds said.

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