The Responsible Jewellery Council (RJC) has unveiled its inaugural retail marketing campaign, a pivotal move to spotlight ethical and sustainable practices within the industry. Aimed at empowering certified retailers, the initiative provides free marketing materials featuring evocative imagery paired with slogans such as "Love Responsible Jewellery" and "Love Responsible Watches." Accompanying these is a comprehensive communications kit, designed to guide jewellers in discussing sustainability with customers.
Founded in 2005 by 14 organisations, the RJC now boasts around 2,000 members across more than 70 countries. As it approaches its 20th anniversary, chairman Dave Meleski emphasised the growing consumer demand for transparency. "In today’s marketplace, ethical practices are expected," he told Forbes. "Consumers want to know the story behind their purchases—where materials come from and how people and the planet are respected."
Interim executive director John Hall, who stepped in following Melanie Grant's resignation earlier this year, highlighted retailers' role as the industry's frontline. "We see our retail members as the pathway to wider consumer understanding," Hall said. "This campaign equips smaller retailers, particularly in the US, with tools to showcase RJC standards and attract more to join."
With hashtags like #LoveResponsibleJewellery, the drive seeks to foster trust and positive impact, bridging the gap between supply chains and shoppers. As Meleski noted, it's about embedding values of responsibility across every touchpoint. (Photo courtesy: RJC)
20-10-2025
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