York Jewellery Business Expands Into ‘SMO’ Gold for Ethical Shoppers
08 Mar 2022
A NEW gold venture by Bradley’s Jewellers York will allow customers to make more ethical choices with the introduction of traceable and sustainably-sourced wedding bands.
Bradley’s has introduced ‘single mine origin’ (SMO) gold to its offering, to complement the award-winning jeweller’s popular range of responsibly-sourced, lab-grown diamonds, Eco Rocks by Kay Bradley.
Unlike most gold that is virtually impossible to trace, SMO gold is sourced from a single, highly-ethical mining operation and certified with an auditable chain of custody, from mine to retailer.
Kay Bradley, owner of the boutique store on Low Petergate, in the centre of York, said the new SMO gold venture with The Betts Group supports Bradley’s green strategy of ethical consumerism and transparent purchasing.
She explained,
“Customers are becoming increasingly aware of the impact of their purchases; they want to know that the jewellery they are considering is both sustainable and ethical.
“This move to more ‘conscious consumerism’ is a trend we have been aware of for some time and we want to be at the forefront, allowing our customers to make more informed choices.
“SMO gold is revolutionising the jewellery industry, and when partnered with our lab-grown diamonds, Eco Rocks, it allows customers to fully trace the origin, material, design and manufacture of the rings they are buying.”
SMO gold is sourced from the Yanfolila mine in Mali, West Africa, which holds no ties to conflict and where miners are paid a just wage under secure and safe employment. The Betts Group ensures that communities local to the mine benefit from sustainable initiatives, including education programmes, improved healthcare, and safe drinking water.
Bradley’s has pledged to plant a tree with every sale of SMO and Eco Rocks jewellery through an alliance with THG (more: trees), a UK company and global leader in ecommerce, that helps consumers make a positive impact on the environment.
Image: Kay Bradley in her store
Designer Kay added,
“Buying SMO gold ensures that communities receive a fair wage and work under fair conditions. This allows my business to demonstrate to customers the ethical codes and practices that govern our industry.”
Bradley’s Jewellers stock a range of classic and traditional SMO wedding rings in both 9ct and 18ct rose, yellow and white gold, including pure gold coins from The Hummingbird Mine in Yanfolila. By the end of 2022, Kay hopes to recreate her entire Eco Rocks range of lab-grown diamonds in SMO gold, as well as other personal jewellery collections, including York Daffodil, Rainbow, and Twinkle Toes.
The company, which is in the midst of a significant period of growth, also supports the NAJ’s (National Association of Jewellers) ‘Created in the UK’ scheme, which allows designers and manufacturers to further demonstrate the provenance of their jewellery.
Charlie Betts, Managing Director of The Betts Group, said,
“We have been hugely impressed with the proactive approach that Kay and her Eco Rocks business take in recognising an increasing demand for responsibly and sustainably-sourced jewellery.
“Beyond simply paying lip-service to the growing drive for sustainability, Eco Rocks really engages with responsible sourcing of gemstones, diamonds and precious metals alike, which makes this venture between Bradley’s and SMO gold a perfect fit.”
Bradley’s SMO wedding ring range is available instore and on its new Eco Rocks website.
View Eco Rocks
Source: Bradley’s Jewellers