Ethical Jewellery Australia

www.ethicaljewels.com.au

1. Tell us about your business

Ethical Jewellery Australia is a full service, internet based, bespoke jewellery business. All of our handmade jewellery is made in Australia using recycled precious metals and top quality, non-conflict, sweatshop free diamonds and coloured gemstones.

2. When and why did you start your business?

I started this business three years ago. I was already in the mainstream jewellery trade, however, had become concerned about issues surrounding gold mining and child labour. I signed Oxfam's 'no dirty gold' pledge and then began the process of converting to recycled metals and sourcing ethical diamonds and gemstones. To reduce overheads and enable me to be competitive in the marketplace, I moved from a physical retail outlet to an online based business.

3. On a personal level, what have you achieved with your business?

Through the contacts and relationships I have built with others in the ethical industry world wide, I have had the opportunity to become part of a a working group that is trying to create a meaningful framework for the living and working conditions of fair trade artisans. On an emotional level, I have been fortunate to observe many couples during the most exciting and romantic time of their lives. I have grown as a designer and developed even more of a passion for diamonds and bridal jewellery. I can genuinely say that I have a job that I am passionate about. Every day is different and I am learning and growing all the time.

4. What are some of the challenges you’ve faced in growing your business?

Australia has been very slow to embrace the concept of ethical jewellery. The biggest challenge is educating the mainstream buying public. At times it is a lonely path, however, I am fortunate that I have found peers and am starting to see a slow turnaround in the way that people think about their jewellery purchases. Being a new concept, the first couple of years were very hard, however, I never gave up hope and am now starting to see extraordinary growth.

5. What activities have been successful in promoting your business?

As mine is an internet based business, online marketing in 'green' directories has been quite successful. I have also been featured in quite a number of magazine articles which has led to enquiries. However, word of mouth and Google searches have proved to be the most useful tool.

6. What activities were less successful for marketing your business?

Advertising in print media.

7. Name your favourite thing about your business

A customer who is thrilled with the service and adores their ring.

8. Who or what other businesses or business people inspire you?

I am inspired by anyone who rises to a challenge. I admire great artisanship (if that is a word). I am always drawn towards businesses that are transparent in their dealings with their customers and who treat their customers with respect.

9. What are your plans for the future of your business?

I am hoping to gain a greater presence in the mainstream marketplace. I also hope to see a jewellery buying public that insists on knowing more about the origin of the raw materials that make up their jewellery pieces.

10. Share your best business tip with our readers.

If you really believe that something is worth pursuing, hang in there, but don't be afraid to change direction if necessary.

Visit us at: www.ethicaljewels.com.au