Sustainable Millennial Jewelry Line

Part
01
of two
Part
01

Gold Jewelry Messaging

Arabel Lebrusan and Chopard are examples of DTC jewelry brands or companies that are campaigning against corruption in the gold jewelry industry with their messaging towards millennials. Visual examples relating to these companies have been included in the attached document. Below is a methodology that we used in this research.

METHODOLOGY

During this research, we focused on jewelry companies and brands that are not only promoting ethical sourcing of gold but are also directing this message to millennials. We started our search by going through various credible sources relating to the jewelry industry such as The Jewelry Editor, The Inck Collective, EarthWorks, Investors for Human Rights and Vogue. However, while these resources provided brands that are promoting ethical sourcing, they did not have brands that only focus their messaging on millennials.

As such, we identified various companies from Vogue that use ethical sourcing and went through their marketing content, press releases, publications and promotions to identify messaging that sounded edgy and was directed at millennials. Based on this approach we have identified two companies whose messaging is edgy and while it can be targeted at the general public, they are more inclined to be noticed by millennials.

DTC JEWELRY BRANDS OR COMPANIES THAT ARE CAMPAIGNING AGAINST CORRUPTION IN THE GOLD JEWELRY INDUSTRY WITH THEIR MESSAGING TOWARD MILLENIALS.

CHOPARD

On March 2018, the company stated that by July 2018, it would be using 100% ethical gold. Such gold would be sourced responsibly through the brand’s partnerships and refineries certified by the Responsible Jewelry Council (RJC). This is a non-profit organization that focuses on business practices of cutters, refineries, retailers, mines, and traders.

According to the company, ethical gold is gold that has been obtained responsible for using international best practice social and environmental standards.

  • MESSAGING:

In 2013, the company stated launched its efforts With these jewels, we are making consumers of jewelry and other companies aware. We are hoping to start a chain reaction. It’s not easy, but I believe it is the right path to take."

The announcement by the company was as follows: "As part of Chopard’s commitment to ethical gold, new High Jewellery Green Carpet Collection pieces presented at Baselworld are exclusively made from Fairmined gold, as well as the High Horlogery L.U.C Full Strike watch and the Happy Palm watch."

  • CHANNELS:

The company made the announcement via a press release that was posted on the company website and published in various news publications like the New York Times and Barrons.

The company collaborated with Marion Cotillard, the French Actress at the Cannes Film festival in 2013 to introduce the Fairmined sustainable gold jewels by Chopard.

Chopard also collaborated with Rihanna to launch the "RihannaChopard Haute" Collection made with Fairmined Gold. The launch was on the company’s 20th year when the company was the Cannes film festival’s official partner.

  • MARKETING MATERIALS:

As part of this campaign, the company launched a new slogan and a new signature to be featured in its marketing materials.

The new slogan is ‘The Artisan of Emotions since 1860.’ This is used to highlight the brand’s history, its emphasis on quality craftsmanship and the link between its products and emotions.

The new signature is the letter ‘C’ which stands for character, calibers, creativity, colors, and commitment to using 100% ethical gold in the jewelry production process.

ARABEL LEBRUSAN

The gold products by the company areFairmine Certified,’ and the certificate relating to this is present on the official website.

  • MESSAGING:

According to a statement by the company, "Fairmined transforms mining into an active force for good, providing everyone with a source of gold to be proud of."

On Twitter, the company has also stated: "1 tone of normal mining produces around 30gr of gold, but 1 tone of electronics mining produces around 300gr of gold - Dr. Sandra Wilson."

A second statement by the company on Twitter states that: “Are you ready for the Incorporation of Goldsmith's and Fair Luxury's #MakingImpact conference in April? If you're interested in #EthicalJewellery and responsible sourcing, then book your tickets ASAP. Join us in Edinburgh - let's make an impact together.”

According to a jewelry designer at the company during an interview on ethical minerals, she stated that: "The TED talk format allowed me to create a direct but thoughtful presentation to expose the issues in a gentle way."

  • CHANNELS:

Some of the channels that have been used by Arabel Lebrusan to raise awareness about ethical gold include its official website, Twitter, TedX Bedford and a magazine article which states that the company produced a range of conflict-free engagement rings such as the Secret Garden Collection that are made using Fairtrade gold.
Part
02
of two
Part
02

Gold Jewelry Messaging Part 2

Although there was no information on brands whose messaging is targeted at millennials specifically, DTC jewelry brands that are campaigning against corruption in the gold jewelry industry are Atelier Swarovski and Jacqueline & Edward. Both brands are focused on promoting responsible social and environmental practices in the industry. Visual examples of their marketing materials have been included in the attached document.

METHODOLOGY

To identify additional DTC jewelry brands that are campaigning against the corruption in the gold jewelry industry with their messaging toward millennials, we focused on brands that are campaigning for or promoting sourcing metals/stones ethically, sustainability and such.

While, there were many credible sources such as The Jewellery Editor, The Ink Collective, Vogue, Human Rights Watch, Earthworks, Investor Alliance for Human Rights and others that identified the brands that promote ethical sourcing and campaign against corruption in the gold jewelry industry, none of them identified any brands that target their messaging at millennials specifically.

Due to the lack of millennial-specific information, we used an article published by The Ink Collective that discusses brands that use sustainably-sourced jewelry only. The article compiled brands that sell all kinds of jewelry including gold, diamond, and precious gemstones. We then selected brands that focus on sustainably-sourced gold and compared them with jewelry by Vrai & Oro, Aurate, Mejuri, Bing Bang, Kinn, and Dru Jewelry, as well as the previously identified brands — Chopard and Arabel Lebrusan — to substantiate that their products are edgy in style, tone, and manner, ensuring that the selected brands were consistent with the kinds of brands expected.

We then looked for the campaigns and messaging directed towards millennials through their press releases, mentions in print media, and promotions. Although their campaigns and messaging were not specifically targeted at millennials, we found that they promote their sustainable practices to the a general audience. Therefore, we have assumed that their messaging and campaigns were also meant for millennials.

1. ATELIER SWAROVSKI

The brand collaborated with Hollywood star, Penelope Cruz, and created a range of jewelry that features Swarovski-genuine topaz sourced from traceable supply chains in Brazil, Tanzania, and Sri Lanka, and has been crafted with 18-karat Fairtrade gold mined from the Minera Limata Limitada co-operative in Peru. Atelier Swarovski has been a member of Responsible Jewelry Council since 2016 which focuses on advancing responsible social and environmental practices.

MESSAGING:

Unveiling the brand's new sustainability policy, Nadja Swarovski, member of the executive board, said the initiative underlines the brand's ongoing dedication to incorporating environmentally responsible practices into its entire products and business activities. Also, in a statement regarding the collaboration to create the 18-karat Fairtrade gold jewelry, Penelope Cruz said she cares "about not having a negative impact on the planet."

CHANNELS:

Atelier Swarovski's campaign channels include its company website, press releases, industry-related news articles, and press conferences at public events such as Cannes Film Festival and Paris Haute Couture Week.

2. JACQUELINE & EDWARD

According to The Ink Collective, the brand's EcoGold collections are 100% recycled via traceable processes into fine gold with none of the associated human or environmental problems associated with mining, which makes its jewelry sustainable and eco-friendly.

MESSAGING:

On its website, the brand says: "the use of recycled metal and sustainably panned gold dissociates our work from the often harmful humanitarian and ecological effects of mining to provide a natural alternative to mass-produced rings." Also, on Boho Weddings, the brand's owners state that it focuses on "creating handmade wedding rings from eco-friendly recycled precious metals and sustainably panned alluvial river gold."

CHANNELS:

Jacqueline & Edward's campaign channels include its company website, wedding blogs, and Pinterest.
Sources
Sources

From Part 01
Quotes
  • "“It is a bold commitment but one that we must pursue if we are to make a difference to the lives of people who make our business possible,” Karl-Friedrich Scheufele, co-president of Chopard, said."
Quotes
  • ""With these jewels we are making consumers of jewellery and other companies aware. We are hoping to start a chain reaction. It’s not easy, but I believe it is the right path to take,” says Ms Scheufele."
Quotes
  • "Fairmined is an assurance label that certifies gold from empowered responsible artisanal and small-scale mining organizations who meet world leading standards for responsible practices."