Liz Earle is a newcomer to the jewellery industry, but she is no beginner in business.
Her ethical beauty brand of the same name, which changed hands from Avon to Walgreens Boots Alliance for £140 million in July, has been serving up ethically created skincare products since 1995. She is now bringing her passion for a transparent supply chain to the jewellery industry with a debut collection created in collaboration with Cred, using Fairtrade gold.
The Botany collection takes inspiration from plants and flowers, with neroli, wild roses, eucalyptus and ivy all realised in luminous, ethically mined gold. The collection got off to a good start when Earle presented it on shopping channel QVC, where it sold out within the first 30 minutes.
Voting for Collections of the Year on professionaljeweller.com also demonstrated the popularity of the brand, which won 45% of the votes. This impressive launch could herald the birth of a major new ethical jewellery brand.