Irish jewellery designer brand, Chupi, is offering owners of its gold-plated jewellery the opportunity to upgrade their items to a solid gold equivalent.
In a bid to reduce its landfill contributions and use of new materials, Chupi will now take customers’ old gold-plated pieces melt them down to be recycled back into the supply chain.
Alternatively, the pieces may be reworked and gifted to Chupi’s charity partner, Dress for Success Dublin, which helps women secure sustainable careers.
Chupi, founded in 2013, has also created an ‘Upgrade Calculator’ to show customers how much returning their old items will cut the cost of a new item.
Founder and chief executive officer, Chupi Sweetman, explains: “Sustainability is at the heart of what we do. When we make a solid gold ring we know it will be around for hundreds of years to come, an heirloom that will pass down through the generations.”
Pieces may then be mailed to Chupi, or else taken to its flagship store in Dublin.