Fashion Gets Active!

Those of us with long standing commitment to ethical sourcing have been working towards creating greater public awareness of the somewhat murkier challenges faced by the jewellery industry for some time now. It is often a difficult message to convey to an audience previously unaware that such issues exist and a tricky subject to broach with those only wishing to feel joy and hope for their own future with the purchase of that special ring.

How can something so representative of love be tainted by the struggles of those in the supply chain that created it?

Fifteen years ago, Hollywood focused public attention on the atrocities committed in the sourcing of what had become known as a ‘Blood Diamond’ with its release of a film of that name. However, since then wider public awareness has somewhat plateaued. Have we simply assumed that because there has been a film about it the issues highlighted have somehow been resolved?

We in the privileged western world are continuing to realise the power we hold as consumers but that can be overwhelming. Can we find ourselves dampened by a feeling of eco overload when everything that we choose to spend our money on seems to have some negative impact on our precious planet somewhere down the line?

Independent jewellers have long been conscientiously sharing their own best practice with their individual client bases and the number of such jewellers committed to ethical practice has grown exponentially over recent years – but it has still been a story that’s fermenting rather than exploding. Reaching a wider audience takes a louder voice.

And so, to see an entire feature in September’s edition of British Vogue dedicated to ethical sourcing and transparency in the supply chain does feel like a pretty substantial bump up the ladder.

The global fashion behemoth has again put itself one step ahead of what its readership wants before they knew they want it and dedicated a glossy 4-page spread – dripping with gorgeous jewels – to discuss, in user friendly terms, the complexities of today’s jewellery industry.

In an edition dedicated entirely to defining what modern activism looks like, Vogue UK’s Jewellery and Watch Director Rachel Garrahan digs into the many challenges facing the jewellery industry supply chain but also celebrates its many achievements.

Gold Spiral Earrings, Ute Decker

‘Now more than ever, jewellers are committing to responsible sourcing via supply chains as lucid as the gems themselves’ she writes. ‘In a global jewellery industry estimated to be worth £230 billion, there is a growing demand among consumers to be able to make ethically sound choices’

The article features sound bites from numerous long committed jewellers alongside a dazzling display of the precious creations themselves – such as those of Fair Luxury friend and co-conspirator Ute Decker. In addition to the glossy images it is also pleasing to see a number of the development initiatives and supply chain trailblazers gain recognition – including our very own, ever glamorous and fashion forward Stuart Pool of Nineteen48!

In the long game towards creating a more transparent and responsible business practice this is an encouraging indication of what can be achieved with greater consumer awareness. The continued commitment of those working in all sectors of our industry combined with our shared collaborative passion means that we can enjoy, with growing confidence, a sense that we are moving towards something that can sincerely be defined as Fair Luxury.

Anna Loucah, September 2020