Turns out iconic jewel house Tiffany & Co. is into creating lifelong memories not just for people but for the majestic elephants of the world 

Between 20,000 and 30,000 elephants are killed every year for their ivory tusks. Which is a pretty scary number when you consider this magnificent creature used to number in the millions, but through illegal poaching has been reduced to only a few hundred thousand worldwide. What would a world look like without these elegant kings of the animal kingdom? Thanks to key wildlife conservation and fashion players we will hopefully never find out.

Legendary New York jeweller Tiffany & Co. along with a host of high profile names - the CFDA, The Clinton Global Initiative, Snapchat, plus model squad Doutzen Kroes, Joan Smalls, Miranda Kerr, Cara Delevingne - is lending support to the Elephant Crisis Fund for their global #KnotOnMyPlanet campaign which aims to raise awareness and end this ivory-driven crisis.

The campaign was launched last week in sync with NYFW and Tiffany & Co. employed their vastly popular socials to raise awareness of this very good cause. Fresh faced friends of the house (think: Mica Arganaraz, Frederikke Sofie, Fernanda Ly, Constance Jablonski, Raquel Zimmerman) have been called on to tie a knot and wear a Jean Schlumberger designed pallionné enamel and 18K gold elephant clip featuring sparkling gemstone eyes and pavé diamond ears, which Tiffany will donate to the cause.

On home turf, you can show your support by tying a knot and social sharing the image on #KnotOnMyPlanet, and/or donate to the Elephant Crisis Fund at knotonmyplanet.org. They say elephants never forget, but by tying a knot we are remembering the need to keep these majestic animals alive.

Which cause is Tiffany & Co. tied up in knots about?