In order to outline its environmental and ethical credentials, Arctic Circle Diamonds will bring a polar bear to the IJL catwalk at London’s Olympia on Monday September 7.
At 12pm, 14:30 and 16:30 on Monday, the polar bear will take to the catwalk for 30 minutes with its Inuk trainer and Arctic Circle Diamonds managing director Judith Lockwood.
Lockwood, the polar bear and its trainer will together tell the story of how Arctic Circle Diamonds are polar-bear friendly, detailing the brand’s traceability, support of the Canadian environment and use of Fairtrade metals.
“The Arctic Circle ‘Cool to Care’ polar bear will be a big talking point at the show,” says Judith Lockwood. “But just in case you were worried about health and safety, I can assure all IJL visitors that our polar bear is perfectly safe. It is in fact a highly-realistic animatronic puppet.”
Arctic Circle Diamonds is the only jewellery brand offering fully traceable Canadian diamonds set in Fairtrade gold. Arctic Circle Diamonds are sold with a ‘birth certificate’ for each stone, which can be used by the consumer to validate and register each diamond and to show the specific Canadian mine where it was discovered.
“We know every step that our diamonds have taken and we are working to make Arctic Circle a truly responsible and sustainable luxury bridal brand,” explains Lockwood.
All Arctic Circle diamonds come from one of four Canadian mines – three in the Northwest Territories and one in Northern Ontario. The mines maintain stringent guidelines to ensure that the pristine ecosystems of the Canadian Arctic are not affected by the mining activities. Controls on water use, limits on emissions and respect for wildlife (including polar bears) are integral to the operation of each mine.
Lockwood adds: “The polar bear is not only a way of showing how our diamonds are ethically mined, but it is an animal that symbolises the Arctic. Arctic means ‘Land of the Bear’ and our diamonds celebrate and symbolise the beauty of the Arctic.”
Arctic Circle Diamonds use only Fairtrade white, yellow and rose gold for their jewellery. Judith Lockwood and her business partner for Arctic Circle, Gary Wroe, recently visited an artisanal gold mine in Tanzania, which as of September 7 will be Fairtrade accredited and supplying Arctic Circle with gold for its collections.
The brand will also use its appearance at IJL to launch its new daywear Canadian diamond jewellery collection, Northern Lights, in collaboration with British jewellery designer Sarah Jordan. The collection is inspired by the beauty and shimmering shapes of the aurora borealis that lights up the sky over the Arctic region, and is designed for daily wear with rings, pendants and earrings.