Anuka Jewellery has relaunched this autumn with an ethos of displaying full transparency.
Anuka is one of 28 independent jewellers in the UK signed up to the Fairmined initiative and the only jewellery brand to be working with consumer trust platform Provenance.
To take its ethical practices to the next level, the brand has redeveloped its website to make all aspects of the business fully transparent.
By partnering with Provenance, each individual piece on the site is now traceable through the platform’s technology, which enables shoppers to discover exactly where the metals come from and the process it takes from design to retail.
The brand also has the Fairmined stamp of assurance. Fairmined is a globally recognised organisation ensuring gold suppliers are contributing to the mining community in a social, environmental and non-exploitative way. It serves as an assurance label that certify gold from empowered artisanal and small-scale mines that produce world leading standards for responsible practices.
“Being part of Fairmined is a fundamental part to our brand,” shares Anuka founder, Francesca Kippax. “The level of exploitation that takes part in the jewellery industry is phenomenal and people just aren’t aware of it.”
Kippax continues: “Working alongside Provenance has really enabled us to verify our claims and open up our production process for our customers to see, it has been the start of an exciting journey and completely inspiring.”
Known for its contemporary, strong, clean designs, Anuka prides itself on delivering quality luxury pieces consumers can treasure for a lifetime.
The brand was founded by Francesca Kippax in 2014 and works with selected independent retailers across the world.