Lylie Jewellery launches e-waste recycling initiative
The brand uses a combination of gold and silver salvaged from electronic waste, dental waste and its in-house gold exchange to create its pieces
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Lylie Jewellery has announced the launch of Closed Loop Club, an e-waste recycling initiative.
The campaign is designed to encourage consumers to recycle their unused and defunct electricals in exchange for brand credit.
Customers must find their closest recycling centre and to take any old electrical devices with them to recycle.
They are then asked to upload a photograph of their recycled devices to Instagram, using the hashtag #ClosedLoopClub and tagging @lyliejewellery.
Following this they will receive a DM with a £50 credit to put towards a Lylie purchase.
Eliza Walter, founder, said: “We are thrilled to launch Closed Loop Club, our not-for-profit e-waste recycling initiative. We are launching the club to encourage our customers and those new to the brand to recycle their WEEE waste [waste electrical and electronic equipment] by incentivising them to find a point to repair, donate or recycle it through offering brand credit.
“We decided to set up the recycling initiative to show people how easy it is to find a recycling or repair point. Our sense is, if you can incentivise the first behavioural change (and show how easy it is to find one and how extensively they are available across the country), customers won’t go back to dumping e-waste in general waste, and it ending up in landfill.”
She added: “I launched the brand almost 6 years ago as a reaction against the mining-dependent, archaic jewellery industry through reincarnating precious metal salvaged from e-waste and dental waste into fine jewellery.
“Whilst the brand now sources all its precious metals from the hugely popular Gold Exchange recycling initiative, we are all too aware of the need for e-recycling and public education about the growing WEEE crisis caused by mass consumption, built-in obsolescence and growing global appetite for electronic equipment.”
The brand uses a combination of gold and silver salvaged from electronic waste, dental waste and its in-house gold exchange to create its pieces.
