Driving Sustainability in Jewellery: Ethical Sourcing & Lower Emissions | LMC

At La Maison Couture our mission has always been clear - to transform the way people shop for jewellery by championing brands that prioritise sustainability, ethics, and positive impact. A decade ago, this was a niche conversation; today, it is an industry-wide movement. But with progress comes challenges.  

While more brands than ever claim they are being sustainable, navigating what’s truly responsible versus a lack of understanding or what’s simply good marketing has become increasingly complex. Greenwashing is on the rise, and supply chain transparency remains a key hurdle. 

That’s why, in 2022, we partnered with Positive Luxury to refine our approach, map our Environmental, Social, and Governance (ESG) framework, and ensure that the brands we work with meet the highest ethical standards. The result? After an intense 18-month collaboration, we were incredibly proud to earn the Positive Luxury Butterfly Mark certification, a testament to the depth of our commitment. A key outcome of this process was the development of our Supplier Assessment Questionnaire (SAQ) - a powerful tool that not only evaluates our partners’ practices but also provides a roadmap for deeper impact.

Sustainability is a journey, and we recognise that certain areas remain particularly challenging for brands.  After reviewing these challenges and listening to brand feedback, we partnered with Positive Luxury once again - this time through a panel discussion - to break down these complexities and provide deeper support on the path to sustainability.

Inspired by the overwhelming feedback that this conversation needs to reach a wider audience, we are sharing the five key pillars of sustainability that brands find most challenging: Carbon Emissions Reporting, Sustainable Sourcing, Recycled Materials, Sustainable Packaging Innovation, and Transparency. 

By unpacking these topics, we aim to spark honest conversations and drive meaningful change.

 

 

1. Carbon Emissions Reporting & Climate Risk Management 

The environmental impact of traditional mining is undeniable - producing one ton of gold emits a staggering 38,000 tons of CO2.

While laboratory-grown diamonds offer an alternative, they still require significant energy, often sourced from fossil fuels.  

With sustainability regulations (CSRD, TCFD) shifting from voluntary to mandatory, small and medium-sized enterprises (SMEs) must prepare for heightened scrutiny. Simple, strategic steps can drive measurable impact:  

 

 

Four Steps to Reducing Carbon Emissions: 

• Measure & Prioritise: Identify and track Scope 3 emissions (indirect emissions from a company’s value chain, like supply chains, transport, business travel, and product use), which often account for 80% of a brand’s total footprint.  
• Set Targets: Use free tools like SBTI, SME Climate Hub, and RJC to define short and long-term sustainability goals.  
• Implement Strategies: Reduce energy consumption, switch to renewable sources, and engage suppliers on emissions transparency.  
• Offset Residual Emissions: Only after reduction efforts, invest in certified carbon credits (e.g. Gold Standard)  

Why Does Carbon Emissions Reporting Matter: SMEs make up 90% of global businesses - small, intentional steps collectively create industry-wide change.

 

2. Sustainable Sourcing & Material Innovation 

Many jewellery brands depend on first-tier suppliers for sourcing details, but true transparency requires looking deeper into the supply chain to ensure materials are responsibly sourced. Without full visibility, brands risk unknowingly supporting deforestation, conflict minerals, and unethical labour practices.

Four Steps to Sustainable Sourcing:

• Define Dependencies: Identify key materials and assess sourcing risks.  
• Select Ethical Suppliers: Partner with transparent suppliers, using ISO compliance, audits, and certifications as benchmarks.  
• Due Diligence & Compliance: Conduct risk assessments on water use, waste management, and labour conditions.  
• Disclosure & Communication: Publicly share sustainability actions in annual carbon reports and marketing campaigns.  

Examples of Pioneers in Responsible Sourcing:  

• niin: Transforms discarded materials like abalone shells, stone, and driftwood into timeless designs.
• 886 The Royal Mint: Extracts gold from e-waste and silver from X-ray films, reducing reliance on newly mined metals.  

Why Does Sustainable Sourcing Matter: Transparency isn’t just ethical - it builds trust, protects brand reputation, and attracts conscious consumers.  

 

3. The Truth About Recycled Gold Jewellery & LMC’s Zero Extraction Target  

The term “recycled gold” is often misunderstood - some suppliers rebrand newly mined gold as recycled, misleading consumers. At La Maison Couture, we define recycled gold as repurposed, recovered, and fully traceable.  

LMC’s 2030 Sustainability Target:  

• By 2030, we aim for 100% of our brands to use recycled materials in their collections. This shift is vital because the world is consuming 70% more virgin raw materials than it can replenish. By setting this target, we are actively working to reduce the industry’s reliance on virgin mining and promoting a circular economy.  

 

 

Why Does Understanding Where Recycled Gold Comes From Matter? Due diligence is crucial. Brands should challenge suppliers on gold sourcing transparency to ensure genuine sustainability.  

 

4. Sustainable Packaging Innovation & Circular Solutions  

Luxury doesn’t have to come at an environmental cost. Excessive packaging contributes to landfill waste and emissions, making sustainable alternatives essential.  

Sustainable Packaging Solutions That Reduce Waste:  

• Shift from virgin plastics to recycled, biodegradable, and FSC-certified materials.  
• Reduce unnecessary layers: Right-size packaging cuts waste and shipping emissions.  
• Explore circular economy models, such as take-back & reuse programs.  

Examples of Innovative Sustainable Packaging in Action: 

• ID Genève & Notpla’s Seaweed Packaging: Swiss watch brand ID Genève partnered with Notpla to create a home-compostable, seaweed-based watch box that dissolves in water and fertilises plants.  

Why Does Rethinking Packaging Matter: Smart, minimal sustainable packaging can redefine luxury while protecting the planet.  

 

 

 

5. Transparency & Communication:

78% of consumers now consider sustainability in their purchasing decisions, and 55% are willing to pay more for ethical brands (2024 U-Switch Report). However, brands often shy away from highlighting their sustainability efforts.

Brands need to celebrate their achievements as well as acknowledge their challenges in order to grow consumer trust:

• Use Data & Certifications: Back up claims with measurable impact and third-party validation.  
• Engage in Open Dialogue: Transparency is a two-way street; educate consumers while responding to their concerns.  
• Acknowledge Challenges: Consumers don’t expect perfection, but they value honesty and progress.  

 

 

Best Practice Example:

Monica Vinader’s Odyssey Collection: The brand sources gemstones from Zimbabwe’s first female-managed and operated mine, tackling gender inequality and biodiversity risk.

Why Do Transparency & Communication Matter: Transparency is a brand’s most valuable asset. Companies that embrace openness will lead the future of ethical luxury.  

In Summary: The Jewellery Industry’s Roadmap - Progress Over Perfection 

Sustainability is an ongoing journey, not a one-time achievement. Whether through carbon reduction, responsible sourcing, recycled materials, or sustainable packaging, small steps add up.  

What Can Brands Do Today To Make A Positive Impact On Tomorrow:  

• Start by measuring their carbon emissions footprint & supply chain impact.  
• Set achievable sustainability goals and take action - progress over perfection.
• Engage with suppliers, employees, and consumers: Collaboration is key to meaningful change.  

At La Maison Couture we are committed to championing ethical and sustainable jewellery brands. We believe the future of luxury is one where beauty, responsibility, and transparency go hand in hand.  

Explore our Fine Jewellery Collection & Fashion Jewellery Collection, or Shop by Value to find pieces that truly resonate with your principles.