British jewellery manufacturer Hockley Mint will launch an original filmed commercial to promote Fairtrade Gold, to be broadcast during the International Jewellery London (IJL) show in Olympia from Sunday September 6.
Shot and produced by Birmingham filmmaker and photographer Andy Pilsbury, the video was filmed at an artisanal gold mine in Tanzania that’s soon to be Fairtrade certified, as well as in Hockley Mint’s workshops in Birmingham’s Jewellery Quarter.
The video, which will be broadcast from Hockley Mint’s stand at the jewellery show, highlights the benefits that buying Fairtrade gold brings to artisanal miners and their communities in Africa and South America.
The team from Hockley Mint, including sales director Judith Lockwood and managing director Gary Wroe, visited the mine in Tanzania and will also be on hand at the IJL show to speak with members of the trade about the cost and availability of jewellery made with Fairtrade gold available from Hockley Mint.
Managing director Gary Wroe says: “There are about 30 million people involved in small-scale mining around the world, with 100 million people indirectly dependent on mining for their livelihoods. By working with Fairtrade – and with the industry and designers opting to use the metal – mine workers and their families have access to healthcare and education, receive crucial safety training and greater returns for the metals they recover. At IJL, we will be on hand to help provide answers to the many questions that the industry has about Fairtrade metals, from the premiums paid to the availability of coloured golds.”
Hockley Mint is being transparent about its use of Fairtrade metals, outlining that the average Fairtrade gold ring made by Hockley Mint costs approximately 8% more than its equivalent traditional gold band. The short film is aimed at Hockley Mint’s retail customers: “We hope that our retail customers will then, in turn, be able to tell their customers the message that it’s a small price to pay to know a piece of jewellery has full traceability and is supporting mineworkers and their families,” adds Wroe.
The video can be viewed here – http://andypilsbury.com/fairtrade/
Hockley Mint will be exhibiting at the IJL show in Olympia at stand A21.