Selfridges has announced it has joined forces with ethical fine jewellery boutique, La Maison Couture to revolutionise the way customers shop by championing positive impact luxury fine and fashion jewellery brands.
Last year, Selfridges launched its Project Earth initiative which builds on the industrial steps that the department store has taken over the last 10 years to place sustainability at the heart of the business.
As part of the new partnership, La Maison Couture will showcase a rotating selection of ethical fine jewellery and sustainable jewellery brands on the retailer’s website to promote transparency, responsible production and encourage customers all to “buy better”.
Brand partners selected from the jewellers’ website, will sit alongside ready-to-wear, beauty and home brands as part of the stores Project Earth edit and will all bear Project Earth labels such as, closing the loop, reducing waste, supporting communities or British makers.
The initial curated selection of designer brands who will launch on the department store’s online boutique include Makal, whose founder pioneered zero-waste extraction and chemical-free processing in gold mines and only uses gold from certified Fairtrade or responsible sources.
Tania McNab, founder, La Maison Couture, said: “Being part of the Project Earth Initiative at Selfridges is a great opportunity for La Maison Couture and our brands. We are pushing the boundaries to source and promote new global brands with sustainable focus.
“These responsible jewellery designers, creating contemporary pieces, are using ethically-sourced or recycled materials and have a positive impact on social and environmental change. They, and we, are using jewellery-making to change lives in communities and to encourage us to rethink the way we shop.”