Arctic Circle joins Positive Luxury community

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Canadian diamond jewellery brand Arctic Circle is the latest brand to join the Positive Luxury community, gaining the company’s unique butterfly trust mark in recognition of its commitment to craftsmanship, positive brand values and environmental responsibility.

Arctic Circle, which uses Fairtrade gold and fully-traceable Canadian diamonds, will join a roster of luxury brands that have been awarded the interactive butterfly trust mark.

By promoting the Positive Luxury interactive trust button online and trust mark across POS material in store, prospective Arctic Circle customers can review the exact social and environmental actions that the brand has in place at the time of making their purchase decision.

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Positive Luxury chief executive officer and co-founder Diana Verde Nieto said: “The industry has come such a long way and it’s fantastic to see it moving to a point, thanks to brands such as Arctic Circle, where we can buy diamonds for ourselves or as a gift, knowing that we can trust the brand and engage with their story, from sourcing to manufacturing. We’re so pleased to have Arctic Circle join our community of trusted brands, and look forward to working with them on their continued journey.”

Each piece of Arctic Circle jewellery is set with diamonds from the remote frozen tundra of northwest Canada. The diamonds are mined, cut and engraved in Canada, before arriving in the UK where goldsmiths based in Birmingham’s Jewellery Quarter set them into 18ct Fairtrade gold rings, pendants and earrings.

Arctic Circle managing director Judith Lockwood, commented: “For Arctic Circle to be acknowledged, recognised and accredited by Positive Luxury as a brand you can trust is a huge endorsement of our business. Arctic Circle is the fully traceable Canadian diamond that can trace every step it has taken. Alongside this, our jewellery is crafted in Fairtrade gold at Birmingham’s Hockley Mint, which equates to Made in Britain status. Gary and I are absolutely thrilled and humbled at the same time.”

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