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Interview with the founder of Ethica Diamonds
In this interview, we talk to Elaine co-founder of Ethica Diamonds an ethically sourced and lab-grown diamond business, about what makes their jewellery business sustainable.
Thank you for wanting to be part our exclusive network. What were your reasons for joining us and investing in the Ethical Brand Directory / Academy and community?
We are excited to share the big steps we are taking in 2023 to become a recognised fine jewellery brand leading the way in ethical good practice, sustainability and luxury. We want to partner with companies that can help us share this that are also lined up with our values and ethos and we feel EBD will be a perfect fit for us.
Can you give me a brief overview of your brand and the type of products you sell?
Ethica Diamonds started trading in 2011 offering beautiful heirloom quality jewellery with a primary focus on sustainability and environmental good practice. We combine the principles of providing helpful information about outdated industry practices and bringing a fresh, forward-thinking approach to the fine jewellery sector. We only use lab grown diamonds and man made gemstones, and work exclusively with diamond growers who utilise renewable energy.
What are the 3 most important things that people should know about your brand?
- Customer care – we have sustained a 5-star rating for over 10 years for our dedication to customer service.
- Friendly and honest – run by mother and daughter and have a small friendly team that is honest, approachable and genuine care of the customers is extended long past the point of sale.
- We don’t do greenwashing -wWe have a strong ethos around sustainability and ethical practice that is authentic and transparent.
What was your WHY? What inspired you to set up your business?
Our aim was to create an earth friendly option for people who didn’t want to purchase natural diamond jewellery because of environmental concerns around diamond mining practices or over inflated pricing.
12 years ago, we were one of the first and only companies in the UK offering a kinder approach with a credible product that was bought primarily for engagement proposals and weddings.
What challenges do independent brands like yourself face?
We are now in a market where laboratory-grown diamonds are offered as a standard option by most online jewellery retailers. Competition is strong and awareness about how a product is made and the claims the company makes has replaced education about the natural diamond industry.
Validating claims about being an ethical company is the next step into the future to differentiate us. This means that every step of our supply chain will be analysed more closely to ensure genuine transparency.
Why is it important to be ethical in business?
Climate change is not one persons problem, it is everyones problem and in the not too distant future, businesses will need to disclose their record of carbon emission much like we have to submit our tax return each year. The use of fossil fuels and dirty energy is not sustainable and the priority needs to be our future generations and the welfare of all life on earth.
What steps are you taking to ensure your brand operates as ethically as possible?
Our future goal and objective is to use recycled precious metals, lab grown diamonds and gemstones that carry a carbon negative footprint for all of our manufacturing and become a leading sustainable brand in the UK & Europe in the fine jewellery sector, addressing greenwashing within the industry.
How important is sustainability for businesses? What are you doing in your business to reduce your environmental impact?
We carefully choose suppliers that adopt sustainable sourcing. This means actively avoiding conflict metals and materials from questionable or illegal sources. It also demonstrates that fundamental benchmarks of social and environmental accountability, including risk management throughout the supply chain are adhered to.
What are you not doing in your business but want to improve on?
- Supplying carbon-negative diamonds and gemstones that are certified by IGI, SGL or GIA
- Setting all of our jewellery in SCS-compliant and certified precious metals
- Working towards B Corporation
What is your supplier and sourcing policy?
You can find out more about our sustainable promise on our website here
- We carefully choose companies that are utilising renewable or sustainable energy for their manufacturing processes.
- We do not use mined material. Diamonds and gemstones are grown in a laboratory and the majority of our designs are produced using 100% recycled precious metals that are certified by the SCS.
- The companies that we source from actively support local benefaction and protection of the local habitat and community.
- Child labour is forbidden.
- Safe and fair working conditions
In 10 years from now where would you like to see the fashion/beauty/travel world? From a business and a consumer perspective
We would like to see companies following strict rules of conduct with regards to claims on being sustainable because we believe that the companies that are serious about their attitude to climate change, will survive this need for transparency amongst all sectors. This will make purchasing opportunities for consumers less confusing and it will be easier to purchase a product or service from companies that are doing what they say they are doing.
Do you have any favourite ethical and sustainable quotes, or any key influencers that inspire you?
The greatest danger to our future is apathy. – Jane Goodall
Why should the general public care about supporting ethical and environmentally responsible brands?
Sustainability improves the quality of our lives, protects our ecosystem and preserves natural resources for future generations. In the corporate world, sustainability is associated with an organisation’s holistic approach, taking into account everything, from manufacturing to logistics to customer service.
Ethica Diamonds
beautiful heirloom quality jewellery with a primary focus on sustainability