125 trade members have now successfully completed a free Fairtrade Gold Ambassador e-learning programme for jewellery professionals.

The e-platform, created by the Fairtrade Foundation in partnership with industry professionals including JHJ Consultancy and The Goldsmiths’ Company, is aimed at those responsible for selling gold jewellery and supports sales staff to talk confidently about Fairtrade Gold with their clients – telling the story, tackling the difficult questions, and helping them make a positive choice.

While the course has so far been completed by 125 people, 104 are already signed up and working their way through it.


The ambassador programme is suitable for anyone working in the jewellery supply chain, with a particular focus on the retail environment. The course is also a valuable resource for people studying jewellery design and manufacture that are interested in sustainably sourcing.

Those signing up will learn about the difference Fairtrade makes to gold miners and their communities, and how to encourage consumers to choose Fairtrade Gold.

The course has five modules with a short quiz to pass at the end of each module. At the end of the programme participants are awarded with a certificate recognising that they have successfully completed the Fairtrade Foundation’s online sales training for jewellery professionals working with Fairtrade gold and are sales ambassador for Fairtrade Gold in their business.

The international Fairtrade system exists to end poverty through trade. The Fairtrade Foundation is an independent certification body and NGO which licenses the use of the Fairtrade Mark on more than 5,000 products which meet its rigorous social, economic and environmental standards. 83% of consumers trust the independent label to signify that farmers and workers across 75 developing countries are getting a better deal from trade.

90% of gold miners globally are artisanal and small-scale miners and an estimated 100 million people worldwide rely on small-scale mining to support their families and communities. Miners work in remote areas and have few other options for making a living. Workers in Fairtrade certified gold mines receive a guaranteed Fairtrade Minimum Price for their gold as well as a Premium to spend on improving their businesses or on community projects, such as education, clean water and healthcare.

There are currently over 160 jewellers working with Fairtrade Gold in the UK, supporting miners to improve their mining and business practices as well as open the market to generate more sales on better terms.

The Fairtrade Gold Standards include strict requirements on working conditions, health and safety, handling chemicals, women’s rights, child labour and protection of the environment.