ethicalweddings.com

Wow, this is…interesting!

We’ve written many times on this blog about ethical jewellery and the environmental and social impact of gold and diamond mining, and have told you all about the jewellery designers trying to make a difference.

But this is something else! Spotted on Springwise, we learn that none other than Wal-Mart has launched an ethical jewellery range (as a pilot project) called Love, Earth which allows the customer to trace the path that each item has taken from mine to shop.

They say:

“The Love, Earth pilot project is important because it shows for the first time that materials found in a piece of jewelry purchased from a retailer of Wal-Mart’s size can be made traceable all the way from the mine to the store,”

“Secondly, it is important because it ensures that at each step of the supply chain, from the mine to the manufacturer, companies are working toward leading industry standards for environmental and social performance.”

It sounds too good to be true… a business the size of Wal-Mart could make a massive impact if they’re setting standards this high, and they’re working with great partners such as Conservation International too.

But if you don’t mind, I’ll hold the champagne on ice for the moment.  I remember there being a huge fuss about Wal-Mart going organic… and then a year later, when the fuss had died down, they seemed to be quietly reducing the range as it wasn’t compatible with their core customers.

This is just a pilot… the question for Wal-Mart will be, is it profitable?

Your thoughts - as always - are very welcome…

Katie