Member Press Releases

Fair Luxury joins the Fashion Revolution to raise consumer awareness of responsibly sourced jewellery

23 Apr 2019

This April 22nd to 28th, industry change-makers Fair Luxury are encouraging consumers to contact their favourite jewellery brands to ask ‘who mined my gold?’ or 'who made my jewellery?' in a campaign that aims to bring more transparency to jewellery supply chains.

The social media campaign will also provide responsible jewellery businesses, such as those working with Fairtrade or Fairmined gold, with an opportunity to highlight the workers and miners in their supply chain.

The Fashion Revolution campaign began on 24th April 2013 in response to the Rana Plaza disaster in Bangladesh, where 1138 garment workers were killed and 2500 injured when a clothing factory collapsed. The jewellery industry has been blighted by similar atrocities over recent years with mine collapses, landslides, flooding and misuse of hazardous chemicals hitting the headlines.

The Fashion Revolution movement now has over 87,000 followers on Facebook, and 216,000 on Instagram who raise awareness of the challenges affecting the fashion sector, and question brands on where and how clothing is made. Fair Luxury hope to get people thinking about the story behind their jewellery: asking where their gold or gemstones came from and who was involved in the manufacture.

Whomademyjewellery

Victoria Waugh, Co-Founder of responsible jewellery consultancy V&V, is supporting Fair Luxury’s work and says, ‘Provenance is becoming increasingly important to shoppers. They want to be sure that the things they buy haven’t had a detrimental impact on people or the environment. There are many small UK jewellery brands taking steps to work in the best way they can and be transparent about their practices. We want the campaign to highlight these pioneers, and to encourage more businesses to think about how they too can make improvements’.

Everyone in the jewellery supply chain from designer makers and brands to stone cutters, manufacturers and miners are invited to join in by:

1. Asking the people in their supply chain to take a selfie with the campaign's 'I made your jewellery' banner.
2. Posting the images on social media during Fashion Revolution Week 22nd – 28th April using the hashtags #whomademyjewellery #imadeyourjewellery #iminedyourgold #iminedyourgemstone #fashionrevolution
3. Encouraging consumers to ask other jewellery brands ‘Who made my jewellery?’

It makes sense for us to show support for Fashion Revolution Week in this way, and to tap into the huge network of supporters globally that want to see businesses working responsibly.

Arabel Lebrusan, Fair Luxury Founder

Campaign artwork is available to download for free from the Fashion Revolution website or by contacting victoria@vvcollective.com

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