The launch of Fairtrade and Fairmined Gold in time for Valentines Day in February was a great leap forward in the development of trade in the jewellery industry. Hollywood stars, celebrity jewellers and our favourite names are embracing the new status and showing it has the lux appeal.
Historically the allure of jewellery has been the mystery surrounding how beautiful stones and metals are brought together to make glittering jewellery to adorn our bodies as they were worn by only the richest. However, now we understand more about the production processes of the products that we use day to day, transparancy has become the key factor as we want assurance that out luxuries are not at the expence of anothers life.
No longer simply indulging inthe world of luxury, the celebrities we look up are embracing these issues and bringing injustices to light. Livia Firth, the wife of Oscar winner Colin Firth, is a Fairtrade ambassador. She told the Telegraph: ‘We associate gold with love and beauty but there is often nothing beautiful about the way that gold is produced. Tens of millions of small-scale gold miners risk their lives in often appalling conditions and get a raw deal for their strenuous efforts.’
Most of the world’s gold is collected by small scale miners, often in dangerous conditions and exploited by middle-men. And in the race to keep costs low mines are simply abandoned when finished with leaving a large blot on the landscape. Gold certified as Fairtrade and Fairmined (a dual certification) ensures fair working conditions and wages and a guaranteed price for gold despite market fluctuations, and a premium on top of pay to benefit the community.
When CRED jewellery started the idea of fairtrade gold over 10 years ago, they dreamt that one day it would be worn on the red carpet. Luckily Livia Firth backs up her beliefs by living them out. She wore the first ever Fairtrade Fairmined Ecological gold jewellery at the Oscars 2011 ceremony, a set designed and hand-made by goldsmith Anna Loucah in collaboration with CRED Jewellery. Over the awards seasons of 2010 and 2011, as she accompanied husband Colin to pick up his numerous awards for ‘A Single Man’ and ‘The Kings Speech’, she wore only ethical or eco dresses and accessories for her Green Carpet Challenge
Meanwhile, in the USA, actress Brooklyn Decker (wife of tennis pro Andy Roddick) hit the red carpet at the Vanity Fair Oscar Party in a Joy Cioci dress accessorised with conflict-free and fair trade jewelry from Diamond in the Rough.
Jeweller to the stars (Christina Aguilera and Madonna are both big fans), Stephen Webster announced that both his label and Garrard, the renowned house he oversees as creative director, will be among the first 20 jewelers in the world to launch Fairtrade and Fairmined Gold. Like longstanding ethical jeweller, CRED, he is starting with wedding and engagement rings, but he hopes that soon his brands will be 100% Fairtrade.
Crown jewellers Garrard have been associated with the Royal jewellery collections since 1700’s, making royal jewellery commissions including Queen Victoria’s diamond crown, many coronations crowns and the Sapphire and diamond ring made for Princess Diana’s engagement ring that Kate is now wearing. Will Wills and Kate be commissioning them to make their royal wedding rings in fairtrade gold?