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.
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.
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.
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."
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 "Rihanna ♥ Chopard 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.
The gold products by the company are ‘Fairmine Certified,’ and the certificate relating to this is present on the official website.
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."
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.