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Retailers, jewellers, designers, goldsmiths and casting houses have signed up to take part in the Fairtrade Foundation’s bridal campaign ‘I Do’ next spring 2015.
Encouraging British couples to choose Fairtrade gold when they get married, it is hoped the campaign will drive traffic to an online hub where they can learn more about Fairtrade gold.
The hub will provide information about where to buy Fairtrade gold jewellery, how to choose a design, a ring size guide, and inspiration for brides wanting an ethical wedding.
Brides can also enter a competition to win a basket of Fairtrade goodies to enjoy at the bridal shower.
The aim of the ‘I Do’ campaign is to make Fairtrade gold wedding rings the default bridal purchase for couples getting married, with an ambitious target to sell 100,000 Fairtrade gold wedding rings to 50,000 couples, generating $1m (£602,700) in Fairtrade premium for mining communities.
The campaign hopes to raise consumer awareness levels of Fairtrade gold through a combination of earned and bought social and digital media activity with a view to driving sales.
Point of sale materials including strut cards, window stickers, postcards as well as generic Fairtrade gold marketing leaflets will be available to support sales teams and individual jewellers amplify the campaign in workplaces, in store and online.
The Fairtrade Foundation will also provide companies with specialist training to help support sales of Fairtrade gold.
Michael Gidney, chief executive of the Fairtrade Foundation, said: “The ‘I Do’ campaign offers the Fairtrade Foundation’s committed business partners with an engaging way to encourage their existing and new customers to consciously choose Fairtrade gold for that special occasion.
“Fairtrade gold is the leading sustainability solution for jewellers and retailers and should become part of their ethical offering.”
Designers and staff selling Fairtrade gold will also be entered into a prize draw to win a trip to Tanzania with the chance to visit small scale gold miners who are working towards becoming Fairtrade certified.
Staff can either nominate themselves or be nominated by a colleague to enter the draw.
