Industry backs Fairtrade Foundation bridal push

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New ‘I Do’ campaign aims to make Fairtrade wedding bands ideal choice.

Retailers, jewellers, designers, goldsmiths and casting houses have signed up to take part in the Fairtrade Foundation’s new bridal campaign ‘I Do’, which aims to make Fairtrade wedding bands the ideal choice for couples in 2015.

The ‘I Do’ campaign will encourage British couples to choose Fairtrade gold when they get married, while driving web traffic to an online hub where they can learn more about Fairtrade gold.

The hub will provide information about where to buy Fairtrade gold jewellery, how to choose a design, a ring size guide, and inspiration for brides wanting an ethical wedding. Brides will also be able to enter a competition to win a basket of Fairtrade products for their bridal shower.

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The campaign aims to sell 100,000 Fairtrade gold wedding rings, generating $1 million in premiums for mining communities, and raise awareness of ethical precious metals among the general public.

Designers and staff selling Fairtrade gold will also be entered into a prize draw to win a trip to Tanzania and visit small-scale miners. Staff can either nominate themselves or be nominated by colleagues to enter the competition.

All campaign partners will be listed on our dedicated online campaign hub, due to launch in December, which will feature their company logos.

Point of sale materials including strut cards, window stickers, postcards as well as generic Fairtrade gold marketing leaflets will be available to support sales teams and individual jewellers amplify the campaign in workplaces, in store and online. The Fairtrade Foundation will also provide companies with specialist training to help support sales of Fairtrade gold.

Fairtrade Foundation chief executive Michael Gidney, said: “The ‘I Do’ campaign offers the Fairtrade Foundation’s committed business partners with an engaging way to encourage their existing and new customers to consciously choose Fairtrade gold for that special occasion. Fairtrade gold is the leading sustainability solution for jewellers and retailers and should become part of their ethical offering.”

Fairtrade provides independent certification that economic, social and environmental standards have been met and that producers have been paid a fairer, stable price. Fairtrade miners also earn a Fairtrade premium, which is invested into product quality and projects that will benefit their community.

Sales of Fairtrade products reached £1.78bn in 2013 and awareness of the Fairtrade Mark is high, with 78% recognition among UK consumers.

Businesses interested in supporting the campaign can now offer Fairtrade gold via three separate business models, relative to their size and volumes of gold they are using.

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