Canadian diamond brand Arctic Circle relaunches in Fairtrade Gold
BIRMINGHAM, January 2015 – Arctic Circle Diamonds has relaunched in the UK under a new company as the only jewellery brand offering fully traceable Canadian diamonds set in Fairtrade gold.
Arctic Circle diamond jewellery is now manufactured and distributed throughout the UK and Ireland by You Fine Jewellery Ltd, a new company formed by Judith Lockwood and Gary Wroe, after the recent closure of its Canadian manufacturer and distributor The Martin Ross Group.
Former European Sales Director for Martin Ross, Judith Lockwood has over 20 years experience in the luxury and branded jewellery industry. Joining her, as co-Director of You Fine Jewellery Ltd is Gary Wroe, who remains Managing Director of Hockley Mint and Merrell Casting, a highly regarded, Birmingham-based jewellery manufacturing and casting company.
Both shared a vision to bring to market a fully traceable diamond set in Fairtrade gold for the first time.
Arctic Circle jewellery collections will be produced only in Fairtrade gold and manufactured by Hockley Mint in Birmingham within new contemporary designs.
The brand will be relaunched to the trade at Jewellery & Watch Birmingham and the CMJ Trade Event in February.
Arctic Circle Diamonds are sold with a ‘birth certificate’ for each stone, which can be used by the consumer to validate and register each diamond and to show the specific Canadian mine where it was discovered.
A UK based Arctic Circle website will be launched this year to enable Arctic Circle customers to validate and register their diamonds and discover more about the Arctic Circle brand principles.
“We are working to make Arctic Circle Diamonds a truly responsible and sustainable luxury bridal brand, from the diamonds and gold we use, down to the packaging and point of sales materials,” says Lockwood.
Fairtrade Certified Gold is the world’s first independent ethical certification system for gold. Merrell Casting is a supplier of and registered licensee of the Fairtrade Foundation.
The gold is mined exclusively from artisanal and small-scale miners who must meet standards on safety, workers’ rights and the environment.
“Buying Fairtrade Gold makes a real difference to the lives of the miners, their families and communities. They are paid a fair price giving financial security. They also receive an extra amount of money – the Fairtrade Premium – to invest in building the future, education, medical care or environmental projects,” said Wroe.
“We support the Fairtrade ‘I DO’ campaign, promoting the sale of Fairtrade gold wedding rings, and we are offering Fairtrade gold wedding rings and wedfit engagement rings within the Arctic Circle range.”
Arctic Circle Diamonds, designed and set into jewellery with the Fairtrade Gold hallmark, gives retailers the chance to offer their customers greater choice.
“There is a ‘conscientious consumer’ today who cares and wants to know where their food comes from, where their clothing and furniture come from and about the provenance of their engagement and wedding rings,” says Lockwood.
“The Arctic Circle brand will appeal to this consumer, which research shows is growing significantly in the UK.”
Existing Arctic Circle stockists are being offered the option to return old stock that can be re-mounted in Fairtrade gold under the new brand guidelines.
“We are looking for pioneers in the retail world who want to work with us to show that that it’s cool to care,” Lockwood says.
“Arctic Circle is a brand that comes with a wonderful story to tell customers: responsibly sourced and fully traceable Canadian diamonds, set in Fairtrade gold, which has made a real difference to the lives of artisanal miners around the world, manufactured in Britain, using the best of British craftsmanship and supporting our heritage in jewellery manufacturing.
“We will be offering all our retail partners a full training service along with new point of sales materials, marketing and PR support to help tell this story to their end customers.”
Arctic Circle will be exhibiting at Jewellery & Watch Birmingham with Hockley Mint in Hall 17, Stand Q30-R31.