Lebrusan Studio on What to Expect from the Created in the UK Scheme
11 Oct 2022
Leading ethical jewellery designer brand, Lebrusan Studio, discusses the importance of joining the Created in the UK scheme and how it can benefit a UK-based jewellery business.
1. Tell us about your business.
This time 11 years ago, Arabel Lebrusan had just wrapped up her time as Creative Director of Leblas, the first ethical jewellery boutique on London's esteemed Sloane Street. Hungry for a new venture and fuelled by a deep-rooted desire to continue changing the jewellery industry from the inside out, she set her sights on an eponymous ethical jewellery brand that would enable her to share her visions with the world.
Originating as a clicks-only business with a small and loyal clientele, the Lebrusan Studio that now exists a decade on is an evolved (but still family owned), progressive and principled brand. We specialise in heirloom jewellery; engagement rings, wedding bands, commitment rings and unique bespoke commissions designed and crafted to stand the tests of time.
As one of the world's first ever Fairtrade licensees, our jewellery brand is considered a pioneer of the sustainable jewellery movement. We commit exclusively to the use of metals and gemstones that are either minimal in environmental impact (i.e. recycled gold, platinum and diamonds) or traceable and maximal in socioeconomic benefit (i.e. Fairtrade Gold, Fairmined Ecological Gold, artisanal Ocean Diamonds and fair-traded gemstones). Responsible for bringing our jewels to life are skilled craftspeople in small family-run workshops in London’s Hatton Garden, each experienced specialists in their field.
Now available by appointment in two physical locations - The London Diamond Bourse and Brighton - we are very happy spending our days uniting ethically-minded clients with designer jewellery they can feel truly proud of.
We pride ourselves on being approachable, young in spirit, and firm believers of freedom of choice. We also know that with freedom comes responsibility, which is why we place climate justice and socieconomic reparations at the heart of everything we do.
2. Why did you sign-up for the Created in the UK scheme?
Of course, the notion of ‘sustainability’ is primarily an environmental matter. With 90% of our manufacturing processes taking place within a radius of roughly 150m2 and the A-to-B transportation of our jewels primarily carried out on foot, choosing to manufacture locally enables us to significantly minimise our mileage. Sustainability isn’t exclusively about leaving a small carbon footprint, however. It's also about sustaining people and their skills; honouring our collective histories and ensuring that practises can continue to be passed down from one generation to the next. Created by the experienced hands of UK-based artisans passionate about their craft, our jewellery showcases traditional techniques and upholds British cultural heritage. This is something we want to shout about, so joining the Created in the UK community felt like a no-brainer; our license is a badge of honour and a great way to clearly communicate our framework with our clients and peers.
3. What benefits do you think it provides your customers?
Conscious consumerism is on the rise, with significant spikes in online search terms like ‘recycled’, ‘sustainable’ and ‘ethical’ reported last year. Research in 2021 also revealed that a jewel’s sustainability claims are now just as important as its price when shoppers are deciding what to purchase. With jewellery shoppers growing evermore stringent about traceability and the opportunity to uphold traditional craft, the Created in the UK scheme is an effective way of assuring our clients that their jewellery adheres to their ethical margins; no promise feels quite as wholehearted as one branded permanently into precious metal. A piece of jewellery that bears a Created in the UK stamp is a piece of jewellery to be worn with both pride and peace of mind.
4. How will you promote the scheme to your customers?
Any opportunity to celebrate our local and small-scale approach to manufacturing is one that we’re eager to take. In the first instance, we look forward to announcing our registration to the scheme via a newsletter and series of social media posts. For long-term impact, we also have plans in the pipeline for a new landing page on our website discussing the scheme and why it’s so important to us to be registered, complete with the Created logo and relevant artwork. On a product level, all product listings on our website will mention ‘Created in the UK’ in their description copy, all jewellery will bear the Created in the UK hallmark, and the unique certificate of provenance provided with each Lebrusan Studio jewel will too declare its Created in the UK status.
5. What are your plans for Created in the UK over the next 12 months?
We’d like our clients to begin recognising the ‘Created in the UK’ brand at a wider industry level and understanding exactly what it means. From our end, this will entail a lot of educational work, as we discuss why Created in the UK is important and what difference it makes.
6. Why are you an NAJ member?
The UK jewellery industry is one that’s rich in tradition, knowledge and history. To be a member of the NAJ is to fully immerse oneself in this inspiring pool of talent and legacy; a real privilege. Our NAJ membership enables us to present ourselves as an established industry player – a stamp of assurance that tells our clients we’re the real deal. On a marketing level, the benefits of partaking in the NAJ community are plentiful. We’re hugely appreciative of the opportunity to distribute our press releases via the NAJ every time we’ve something exciting to announce, to have images of our products regularly shared on the NAJ’s social media platforms, and to share in-depth insights via articles such as this one. Bringing all facets of the industry together for an evening of idea-exchanging and connection-forging, the NAJ Awards is easily our favourite industry event of the year… Particularly when we’re lucky enough to scoop up two awards, as we did this year! Being a member of the NAJ is also about feeling supported. Knowing there’s somewhere reputable to turn for business advice and a sense of community really goes a long way.
Discover Lebrusan Studio
Learn more about the Created in the UK Scheme
Source: The NAJ