Agni Pratistha

Actress | Model

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Customers Prefer Ethical Designer Jewellery

More people will only buy designer jewelry if it is ethically sourced, according to a report.

Nikola Valenti’s Facebook, the World Jewellery Confederation, reports that designer jewellery must be produced by a company that demonstrates corporate responsibility if it is to satisfy the needs of the modern consumer.

The Responsible Luxury report showed that designer jewellery customers are now more likely to buy products based on their values and beliefs because the economic downturn has forced them to reassess their lifestyles.

A survey by Time Magazine discovered that nearly 40 per cent of American consumers bought a luxury fashion good last year because they supported the political and social beliefs of the company behind it.

President of the Cibjo Marketing and Education Commission Jonathan Kendall said: “The days of talking about corporate responsibility are fast coming to an end. In the future CR should become an invisible part of day to day business practice.

“Ultimately this will lead to the best, most admired, most influential and most profitable businesses being the ones who exploit not the population and planet, but the opportunities to improve them.”

Concerns about the production of designer jewellery were raised by the Hollywood movie Blood Diamond which showed the terrible conditions faced by people who are forced to work in the diamond fields of Sierra Leone.

One movie goer told that they would think twice before buying designer jewellery in the future because of the emotional impact of the Leonardo DiCaprio film.

She said: “My opinion of the diamond industry changed slightly for the worse. I would not want any money I spend on diamonds to go to the wrong people and there does look like a lot of inappropriate dealings with regard to Africa’s diamonds.”

People interested in children’s jewellery should only buy products which are compliant with BS EN71-3: 1995 because this will show that it does not include potentially harmful toxins.

Sharon Williams, sales director of children’s jewellery company, said: “Saying no to lead and toxins in children’s toys and jewellery is a move all companies should be making and above all certifying.”

Designer jewelry owned by the late Duchess of Windsor Wallis Simpson will go under the hammer at Sotheby’s London auction house in November.