Tiffany and Co. is using the medium of window display to communicate its message of "no coral sales". It has launched the campaign ‘Under the Sea’, as a reminder of harmful activities of coral harvesting and its implications on marine ecosystems. The window designs have a fantasy pictorial view that stresses on the need for coral conservation; every window depicting a different view of the ocean through hills, valleys, waves, bubbles and coral shapes. The art was created and moulded in resin.

The retailer’s message aims to inspire the trade and the consumer that corals being living animals are being harmed. Corals co-exist with the reef systems to create, provide marine life with food and fertile grounds for reproduction. Ecosystems today are endangered as corals are being harmed by destructive fishing methods, climate change and use as decorative objects and jewellery. The retailer had since 2002 taken a stance to refrain from selling coral jewellery, and is chooses to sell ‘sustainable style’, which imbibes designs co-existing with nature. The campaign "Under the Sea" will run through summer months and will display renowned designs of the retailer.