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Liz Earle launches ethical jewellery line in Clifton jewellers

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Written by: Bristol Post | Posted 11 March 2016 17:56

Liz Earle launches ethical jewellery line in Clifton jewellers

SAT cupping a frothy cappuccino, Liz Earle looks every inch the glamorous founder of one of the UK’s most popular beauty brands.

Loved by skin-care fanatics around the world, everyone who shakes her hand is quick to gush about their favourite product, explaining how their mum, friend or colleague recommended her signature hot-cloth cleanse and polish technique – myself included.  

But it is not cosmetics which brings Earle to Bristol, rather the launch of her Fairtrade ethical jewellery range – Fair and Fine, with Cred Jewellery.

Although available online, the beauty mogul opted to premier the in-store collection with Clifton jewellers, John Titcombe, which was one of the first ten businesses in the world to sell ethically sourced gold.

“For me provenance and sustainability is really important,” says Earle.

“Within the beauty company we would always make sure we are working sustainably with botanicals, so I wanted to apply that same principal to jewellery.

“And it feel very special to be part of this pioneering jewellers and the ethical jewellery trend here in Bristol - in years to come we can look back and say with pride that it started here.”

Less than one per cent of the jewellery sold around the world is Fairtrade.

The 52-year-old mother of five, who has a home near Glastonbury, became aware of the issue when developing her new line.

Earle says: “When I first looked in to this jewellery line I asked people, where does this silver and gold come from? And nobody could tell me.

“If you buy a t-shirt it will have on the label its country of origin. If you buy a pair of shoes or an iPhone or a bottle of water they will all have something to say where it was made. Yet if you are buying jewellery there is no country of origin or labelling.

“As an individual, and as a business woman, I like traceability. I like to know where things come from, how they are made and that they are ethically and fairly produced – and I am proud to say that I can tell you the mine and artisan maker who produced each piece in my collection.”

Earle sources her gold from a mine in Peru, and is also working with other agencies to help mines in Africa become Fairtrade accredited.

“The difference Fairtrade makes to these communities is very real including the health and safety of the mines, welfare of the miners and their families and the environmental impact,” she explains.  

“In terms of gold, we pay $2,000 per kilo which goes in to the community to fund sanitation projects, school buildings and anything that the community chooses.

“I think it is making the point that these things are very real. You see the fair trade difference and that is why people like me become very passionate about it and then willing to put our names in to it and our time in to supporting it.”

And Earle believes this ethical mind-set is becoming increasingly more prevalent in consumers who are choosing to shop Fairtrade for large purchases as well as food and clothing goods.

She says: “There are lots of social and environmental reasons why we should choose Fairtrade.

“These days we are so much more aware of these implications and everything is becoming more transparent for brands.

“Consumers are asking questions. And when you have more limited resources in these cash crunching times, everyone is very aware of how they spend their money.

“As consumers we are getting wiser and becoming more informed about the processes behind what we buy.

“We are more willing to choose companies who are making a difference, because through them we can make a difference simply through shopping, and I think that is very empowering for consumers.”

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