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The Story So Far…
Fine jewellery is gifted for life’s most special moments, often marking a beautiful journey, such as life commitment to each other or a celebration of milestones. It should not be tainted with pressure to overspend, social judgement or expectation about what is ‘traditional’ or ‘‘normal’.
I realised that most people looking to purchase meaningful jewellery for the first time, are left feeling nervous and disempowered, often browsing countless shops trying to make sense of what they are looking for. They feel pressure to overspend, expecting to know all the questions to ask and make a decision quickly in a glass countered shop with intimidating pushy, suited and booted salespeople who falsely tell them natural diamonds are an ‘ethical choice’ and a ‘sound investment’. Most of us will make a purchase not knowing if the jewellery is actually made in an ethical way, not fully understanding why it has cost a fortune and the whole experience felt more stressful than meaningful.
Whilst I was drawn to the imaginative possibilities of creating meaningful jewellery for people, I was also disillusioned by industry standards that turned a blind eye to the harmful, widespread effects of diamond mining. So, in 2010, I committed to doing things better — for the earth, our customers, and in turn, our business.
We spent the first 5 years educating and teaching people that there is a better way of purchasing jewellery that is genuinely meaningful. Where materials used are sustainable, practices that are not harmful and pricing is fair.
I wanted to create a safe place for people who wanted to ask all the questions they needed to, without time pressure, or pressure to go over budget. I wanted everyone to feel equally important, regardless of what they could or couldn’t spend and I wanted everyone that came to us to understand the truth about the diamond industry’s outdated practices and why choosing a more modern forward thinking approach to purchasing fine jewellery was the only genuinely meaningful option.
We hope that we can be part of your journey.
Ethica is moving the jewellery industry forward.
We carefully choose suppliers and manufacturers that share our strong passion for sustainability and that are already carbon neutral, or working towards it. We use lab grown diamonds and gemstones grown above ground and have never, and will never use diamonds that are naturally mined.
Our packaging, manufacturing and gem setting practices are sourced as sustainably as we possibly can too. We choose UK manufacturers and support local craftsman that use traditional methods, who create the most beautiful and exquisite jewellery. We also use recycled materials where possible and fair trade gold that provide a positive impact to responsible mining, reducing our role in today’s commercial mining practices.
Our jewellery strives to support a better future for our world, with careful sourcing, planning, and learning — a complex process we work on every day.
Loves Gin, Hates her endless pile of washing!
Loves Sea Swims and Love Island, Hates weird jellyfish and bellybutton fluff.
Loves Cuddles, Hates Freddie.
Loves the beach, Hates the hairdryer.
Loves Balls (the toy type), Hates Baths