Jewels worn by Livia Firth sold at special Selfridge’s auction.

Ethical jewellery crafted in Fairtrade Fairmined Ecological gold by Annaloucah has gone under the hammer at London’s Selfridges, raising £25,000 for Oxfam.

The jewellery has become the highest value Fairtrade product ever sold, and was originally designed by goldsmith Anna Loucah in collaboration with Sussex-based ethical jeweller CRED.


The pieces auctioned were created for Livia Firth, wife of Oscar winner Colin Firth, who wore the designs as part of her Green Carpet Challenge on, where Firth wore only fairtrade, ethical or recycled garments and jewellery during the film awards season.

Organised and hosted by Annie Lennox in aid of Oxfam’s Circle projects, the auction took place at an event called the Old Curiosity Shop at Selfridges, with with well known faces from worlds of celebrity and big business coming together to raise funds and awareness.

Livia Firth modelled the jewellery on the night, with Loucah’s jewellery then sold to an anonymous telephone bidder for £25,000.

Firth said: "Thank you to whoever that was for buying Fairtrade, Fairmined history. We hope these pieces are the start of a new understanding in the jewellery world and thanks to Anna Loucah and CRED for earning Oxfam such big bucks!"

Claire Lewis of Oxfam said afterwards: "Thank you to everyone who came to the Oxfam Curiosity Shop and made it such a huge success! In such a curious venue we raised over £200,000 for Oxfam’s work with vulnerable women around the world, helping and empowering them to earn a living and so work their way out of poverty."

The pieces sold were named after Juana Pena Endova, the female Bolivian gold miner who brought the first bar of Fairtrade Fairmined gold to London for the launch of Fairtrade Fairmined gold in February. Created with 18ct White gold from the OroVerde mines in Colombia, the jewellery is set with over 35cts of ethically sourced aquamarine from the Lundazi community owned mine in Zambia and Jeweltree diamonds from a women’s mining cooperative in Lesotho, South Africa.

A second set of ethical jewellery designs, worn by Livia Firth to the Golden Globes in January and made from 18ct recycled gold and ethical rubies, will be auctioned by Oxfam in Dubai later this year.


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