The Jewellery App has taken the exciting step in launching Just Fair Jewellery. The marketplace ethos is one of connecting consumers with multiple sellers – Just Fair is focusing on designer makers and brands who follow an ethical approach.
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One of the greatest successes of the ethical consumer movement is Fairtrade. In recent years it has become an icon packaging on supermarket shelves and it’s about time the same happened within the jewellery trade, believe The Jewellery App founders.
“We are excited to see the development of the Just Fair platform, which provides conscious consumers with access to a wide range of Fairtrade certified jewellery pieces – bringing benefits to both small-scale miners and responsible businesses,“ says David Finlay, Fairtrade Foundation.
Awareness of the social and environmental impact of jewellery is being highlighted more and more;organisations such as Fashion Revolution introduced the ‘who made made my clothes?’ poster and#whomademyclothes hashtag for social media, which in turn inspired the jewellery industry’s#imadeyourjewellery hashtag. This will only grow and consumer awareness will be heightened by such strong and global movements.
Daren and Michelle Daniels, founders of Just Fair Jewellery created the marketplace because “things just aren’t fair – as individuals we struggle to help enough, but by bringing these responsible designers, suppliers and brands together we can help connect businesses to raise consumer awareness. We will also donate money to foundations that support those who need a fair deal or fair price for material or work. This can be at any part of the supply chain from the dirt to the designer.”Daren Daniels continues: “We are also privileged to be working very closely with Paul Spurgeon of Cornerstone Creations and is a key part of the vision and direction.”
Just Fair Jewellery is at the start of its journey and is now looking for retailers, designers or brands who meet the consumer needs of ethical/responsible/fairly traded jewellery to join and start selling via the Just Fair Jewellery platform.
Cornerstone Creations (www.conerstonecreations.co.uk) will be the first amazing brand to sell via Just Fair Jewellery. Paul Spurgeon says: “I am truly excited to be the first brand to partner with Just Fair Jewellery, a unique ethical online marketplace that will be selling items of jewellery that conform to its constitution of justice and sustainability. In short, our environment is precious to us at Cornerstone Creations, as I’m sure it is to our customers.” Paul continues: “To be a part of this exciting and original marketplace is indeed a privilege and responsibility. This platform will provide the discerning customer with a selection of beautiful products in the full knowledge that their choice of jewellery will have integrity both in terms of design and manufacturer, but also in some way along its journey it has improved the lives of those involved. Cornerstone Creations aspires to challenge all forms of mediocrity and will be the antithesis of ‘packaging over content’. We look forward to re-engaging with existing and new customers alike. A percentage of profits will be shared with our Cornerstone family. The journey continues…”
The call to action is now – not next week, next month or next year – for brands or designer-makers to come together and meet consumers where they are shopping – in marketplaces! With over 50% of all global ecommerce transactions taking place on marketplaces, it gives the trade an opportunity to come together to face the growing consumer awareness head on and help raise money for those less privileged throughout the supply and manufacturing chain.
If you believe in being ‘just fair’ and want to highlight and support responsibly sourced jewellery simply add #justfair to your social media messages.