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Customers are "positive" about Fairtrade Fairmined gold, according to leading UK jeweller

Harriet Kelsall, owner of Harriet Kelsall Bespoke Jewellery, which has locations in Cambridge and Hertfordshire, has completed over 35 commissions in the metal, which was launched on February 14 2011, including one for radio DJ and model Lisa Snowdon.

Kelsall was one of the original 20 businesses to take on Fairtrade Fairmined gold and has been encouraged by her customers’ positive response.

“As consumer awareness of Fairtrade grows people are more likely to search online for an ethical option for their jewellery,” said Kelsall. “However, we do actually offer it to most customers even if they haven’t asked for it - generally the difference in cost between making, for example, a wedding ring in Fairtrade gold and ‘standard’ gold isn’t as much as customers expect and l am working with the Fairtrade Foundation to reduce this further.

“We’re finding that people are more and more likely to go ahead with using the Fairtrade option because of this and they are really pleased to know that their jewellery is as ethical as it’s possible to be.

“The great thing is that, unlike the first incarnations of Fairtrade coffee (which sounded good but tasted horrible) Fairtrade gold is physically identical to ‘standard’ gold but you’ve got the reassurance that the people and communities who have mined it have been well treated and well paid for their work.”



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