Element Jewellery Leads Way With Fairtrade Gold
The annual national Fairtrade Fortnight runs from Monday 28th February, and one of the highlights this year is the launch of Fairtrade Fairmined GOLD. Only 20 independent jewellers across the country are licensed to produce jewellery with this certified material, and Element Jewellery on Market Street is one of these.
Giving gold jewellery is about love, romance and beauty. But all too often, how gold is mined is not a pretty story. That’s why the world’s first Fairtrade and Fairmined gold from South America was launched by the Fairtrade Foundation and the Alliance for Responsible Mining (ARM) on Valentine’s Day, 14th February 2011.
Fairtrade and Fairmined gold has the potential to radically reform the gold jewellery sector, improving the lives of millions of miners and their communities in some of the world’s poorest regions, who find themselves at the mercy of volatile markets, when agriculture and other livelihoods are not viable.
Caroline Kindy of Element said: “Many miners often face exploitation from middle men who pay below market prices and cheat them on weight and purity of the gold content. Mining communities usually lack basic sanitation, clean and safe drinking water and have poor housing, little or no access to education or healthcare and are financially unstable.”
This groundbreaking move will open up new opportunities for thousands of impoverished small-scale miners in Bolivia, Colombia, Ecuador and Peru (and hopefully later Africa and Asia) to sell at fair and stable prices and, through the extra Fairtrade financial premium that they receive, invest in business improvement and community projects.
Fairtrade and Fairmined gold is being first launched in the UK and then rolled out to other countries with a long term vision of capturing 5% of the gold jewellery market over a 15-year period. For more information, see www.fairtradefairminedgold.org.uk.
Caroline added: “We will have a short (5 minute) DVD on view regularly at Element over the fortnight from Saturday 26th February, and some take-away information, and warmly invite people to call in and talk to us about our plans. Fairtrade gold is only just coming into the country so, and we’ll have some exciting collections available to purchase from other licensed jewellers, and our own exclusive collection will be available in April. It’s a very exciting time!”
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