Driving Sustainability in Ethical Jewellery: A Spotlight on the Country & Town House Future Icons Awards

Country & Town House (C&TH) Future Icons Awards have set a new benchmark for recognising brands that champion sustainability and ethical practices. With the inaugural event shining a spotlight on innovation, craftsmanship, and environmental and social responsibility, these awards celebrate the visionaries shaping a more sustainable future. 

As honoured winners of ‘Best Sustainable Jewellery Service’, we are delighted to have had the opportunity to speak to Lucy Cleland, Editorial Director at C&TH, and explore the inspiration behind the awards, the values they champion, and the pivotal role they play in promoting sustainable development goals within industries like ethical jewellery.

LMC: Firstly, huge congratulations on the inaugural Country & Town House Future Icons Awards! What sparked the idea behind them, and what values are at the core of the awards?

LC: Thank you! We wanted to launch awards that went beyond sustainability - to truly elevate and recognise companies, brands, and products carving a blueprint for responsible business practices. This includes ethical supply chains, renewable materials, social impact, and environmental sustainability. At the same time, we celebrate innovation, design, and excellence. Without capturing imaginations and offering incredible experiences, sustainable products risk being short-lived.

We also acknowledge that sustainability is a journey. Achieving systemic change requires reconciling with the fact that unchecked growth isn’t viable. These awards aim to spotlight brands tackling these challenges head-on.

LMC: When looking at nominees, especially in the jewellery category, what qualities stood out most to you and the judges?

LC: Innovation. For instance, brands repurposing overlooked materials, such as recycled silver from X-ray machines, into stunning jewellery stood out. Transparency in supply chains is also crucial. Knowing where raw materials are sourced and ensuring ethical practices in every step of the process resonates deeply with us and the judges.

LMC: How do these awards help raise awareness about sustainability and ethical practices, particularly in the jewellery industry?

LC: Everyone loves an award (and a celebration) and the Future Icons Awards provide a platform to celebrate hard work and promote innovation, creativity, and ethical practices. In a world where trust is paramount, being recognised for sustainability allows brands to stand out. Buyers feel more confident purchasing from award-winning brands that align with values like reducing waste, promoting sustainable economic growth, and protecting the environment. This recognition fosters a deeper connection between consumers and socially responsible brands.

LMC: What role do media outlets like Country & Town House play in driving conversations around sustainability and impact?

LC: C&TH very much believes in the power of storytelling and beauty to inspire change. Guided by the magazine's mantra of "a life in balance," we emphasise the importance of mindful consumption, advocating a "buy less, buy better" philosophy. This approach encourages us to educate ourselves about the origins and lifecycle of the products we use, helping to navigate us through today’s challenging yet opportunity-filled times. At the same time, celebrating joy, fun, and inspiration remains central to our mission. Our goal is to empower our audience with knowledge and inspire meaningful action toward environmental and social sustainability.

LMC: Are consumers becoming more aware of the environmental and ethical impact of their jewellery purchases? How can brands further expand this awareness?

LC: They definitely are! Consumers are increasingly aware and often wear their choices like a badge of honour. However, there’s still much work to do. Brands must take the lead by being transparent about their practices. I think every brand needs a page that explicitly says what they’re doing with transparency. Not everyone will look at it, nor will everyone care, but unless the information is easily found, how will anyone know and make informed decisions?

LMC: What can consumers do to support sustainable jewellery brands?

LC: Spread the word! Mention brands to friends, share credentials on social media, and continually advocate for sustainable practices. Small nudges can have a big impact when done consistently.

LMC: Country & Town House is B Corp certified, which is a fantastic achievement. What led you to pursue certification, and how has the journey been so far?

LC: As for so many others, the pandemic gave us the space to reflect on our business, which began in 2007, and ask what we could do better. At the time, I had also been suffering from ecophobia – a fear of the collapse as the world as we know it due to the impacts of climate change, loss of biodiversity, destruction of our natural resources, droughts, flooding, food scarcity, overpopulation – you name it, I thought it!

The only answer was – and remains – to take action. Pursuing B Corp certification allowed us to rigorously assess our operations and align with the sustainable development goals.

The journey has been transformative and deeply rewarding. It’s shaped our content and internal processes, enabling us to promote what we call ‘responsible joy’ - content that’s inspiring, beautiful, and mindful.

LMC: What challenges did you face in becoming B Corp certified?

LC: Our biggest challenge was assessing our emissions. Print and paper were significant factors, but we also discovered the carbon impact of travel content. As one of the few magazines to carbon count flights associated with travel features, we’ve reconsidered how we cover this topic. Encouraging readers to choose travel partners that support the circular economy and reduce carbon footprints is now a priority.

LMC: How can the luxury industry balance inclusivity and sustainability?

LC: Technology will play a pivotal role. Digital experiences, gamification, and AI can help democratise luxury while retaining its allure. AI, for example, can eliminate waste, improve supply chain transparency, and build trust. Embracing these tools supports a more inclusive, environmentally sustainable luxury sector.