Taking ethical jewellery to the red carpet made designer a Trailblazer

Who has made it into the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partner Ti Sento won’t be unveiled until September 4, so until then we are looking back to the leading lights of the jewellery industry who made it into the Hot 100 2011. Today is the turn of ethical jewellery designer Anna Loucah whose pioneering work to take green jewels to the red carpet won her a place as an Aagaard Trailblazer.

“It has to be seeing my jewellery on the Oscars’ red carpet,” says Anna Loucah, as she considers her biggest achievement this year.


And this milestone in her career is not just a highlight of the past 12 months, it is in fact a long-cherished ambition that she has harboured since she first started marking jewellery, and to have achieved it with ethically created jewellery is something that Anna is very proud of.

“To achieve this by creating the world’s first Fairtrade Fairmined Ecological Gold jewellery made it so incredibly special,” she adds. Her red carpet moment was not a standard celebrity link but was in fact a collaboration with Livia Firth, ethical campaigner and wife of actor Colin Firth, for her Green Carpet Challenge for which she pledged to only wear ethical clothing and jewellery during the 2011 awards’ season.

The collaboration not only united Anna with a kindred spirit, it also pushed her brand into the limelight with her ethical red carpet jewels featured in a variety of press including Vogue.

The jewels were later auctioned off, raising £25,000 for Oxfam. “I did nearly end up buying them myself from all my jumping up and down during the bidding,” Anna laughs.

For many, it is Anna’s warm personality, full of humour, that makes her all the more refreshing in the world of ethical jewellery, which can at times appear intense and fervent. And her likability, as well as her obvious talent, has led to her collaborating with Carbon Neutral pearl brand Jersey Pearl, London retailer PureJewels and ethical jeweller CRED. She also scooped a win at the Lonmin Design Innovation Awards.

It has been a busy year for the designer, who has moved from Brighton to London, but next year will be just as hectic as she continues to work with Livia on the Green Carpet Challenge, all the while championing the ethical jewellery sector.


This interview was taken from the Professional Jeweller Hot 100 2011. This year’s list and photographs will be unveiled at an exclusive invite-only party at The Freemason’s Hall in London on September 4. To find out how you can get invitations as a sponsor email andrew.martyniuk@itp.com.



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