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Tuesday, 27th November 2007 (1990 views)

Ethical gold jewellery is increasingly in demand with consumers, it has been observed.

A new report in the International Herald Tribune suggests that more people are looking for bracelets, bangles, earrings and necklaces produced in a socially responsible way.

The articles cites survey undertaken by the Luxury Institute of New York in October which discovered that ethics are an important factor in a brand's success.

Vivien Johnston, founder of UK ethical jewellery firm Fifi Bijoux, told the publication that micro-production has an appeal that products mass produced in a factory do not have.

"I can show you pictures of the miners, the mountains, the cooperative projects and the people that produced it," she said of her jewellery's attraction to consumers.

The company sells fairly traded collections made of nine to 18-carat gold studded with semi-precious stones.

Pieces are said to be priced between £100 and £4,100 and can be purchased at shops including Selfridges.

The BBC recently reported on Cred, a Hampshire-based gold jewellery company that sources the precious metal ethically.

 

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