Responsible Jewellery Council Launches First Retail Campaign

TALKING SHOP: Responsibility and sustainability are talking points in the watch and jewelry space, and the Responsible Jewellery Council wants to ensure its members’ stores spread the word, too.

Its first dedicated retail campaign is launching Thursday in the form of a ready-to-use communication kit.

“Now more than ever, transparency and ethical practices are not optional — they are demanded,” RJC chairman Dave Meleski told WWD exclusively. “Today’s consumers want to know the full story behind their purchases: where materials come from, how they are sourced, and whether people and the planet are treated with respect along the way.”

Meleski insisted on the pivotal role of retailers as “the consumer-facing voice of these efforts” and the RJC’s role in supporting efforts to deliver the message. “In doing so, technical compliance becomes more than a standard — it becomes a powerful value proposition that reinforces both product quality and the values modern consumers expect,” he continued.

Available to its retail members, which include watch and jewelry retailers but also brands such as Boucheron, Cartier and Tiffany & Co., the communication kit comprises images that can be used on physical signage and social media as well as a handbook with information for retail staff.

“We want people to know that when they shop with an RJC member, they are supporting an industry committed to making a positive difference for communities, for the environment and for future generations,” added John Hall, who serves as the RJC’s interim executive director since the departure of Melanie Grant in January.

Dedicated #LoveResponsibleJewellery and #LoveResponsibleWatches hashtags have also been created.

In addition to the material from the campaign, which is offered on a voluntary basis, the 75 RJC members under its retail vertical can also access in-store support and workshops.