With “ethical” and “sustainable” becoming buzzwords, how do you know a jewellery brand truly upholds these values? Start by asking for proof. Ethical marketing experts point out that simply adding “ethical” to meta data attracts conscious buyers thoughtshift.co.uk, but without verification it can be empty.
Here’s how to verify:
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Supply chain transparency: Ask where metals and stones come from. A reputable brand should trace every component.
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Certifications: Look for Fairmined, Fairtrade, or Responsible Jewellery Council certifications.
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Lab reports: Ensure diamonds have certificates (GIA, IGI) and are conflict‑free.
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Impact statements: Genuine ethical brands share detailed reports on their social and environmental projects. Diamonds4Change publishes annual impact updates and donates profits to community projects.
If a brand can’t or won’t answer these questions, they may not be as ethical as they claim.
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