A jewellery business in Cornwall is "thrilled" after being awarded the top position in the recent Jewellery Ethical Ratings - beating the likes of well-known brands such as Tiffany & Co, Pandora and Michael Kors.
Truro-based Ethica Diamonds was founded in 2010 by Elaine Reffell who continues to run the business alongside her daughter Emily Reffell and a small team of eight.
The business aims to create an 'earth-friendly' option for people who want to purchase natural diamond jewellery because of environmental concerns around diamond mining practices or over-inflated prices.
After learning the cruel ways diamonds were made, Elaine became more passionate about educating people to buy high-end jewellery that is sustainable and not harmful.
'Kind not mined' Ethica Diamonds Image: Ethica Diamonds
Elaine said: "We spent the first five years educating and teaching people that there is a kinder way of purchasing jewellery that is genuinely meaningful."
Ethica Diamonds was announced as the highest scorer in The Good Shopping Guide's new ethics and sustainability rankings for the jewellery sector with a score of 100% beating the likes of Tiffany & Co, Pandora and Michael Kors.
The Good Shopping Guide published its rankings on 18 brands in the jewellery sector for the first time ever. The scores out of 100 are based on an assessment of the company's practices towards the environment, animals and people.
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"We are thrilled with the score that we have achieved with The Good Shopping Guide," said Elaine.
"We will continue to work hard to deliver a sustainable product that carries full disclosure to the fine jewellery market. This will enable customers to trust that the pieces they purchase from us, marking a special moment in their lives, are as sustainable as can be in the industry presently.
"Knowing that their purchase has not caused environmental or humanitarian harm and has not contributed further climate change issues that face us all."
To find out more about Ethica Diamonds or to see its range, visit: https://ethica.diamonds/
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