In February 2017, the Alliance for Responsible Mining (ARM) launched the first Fairmined social media Campaign, inviting brands working with Fairmined Gold and Silver to present their best 2016/2017 collection made of Fairmined Gold and Silver.
Participating brands promoted their best Fairmined pieces and collections on social media and told their story about their work with Fairmined using the hashtag #MyBestFairminedCollection. After more than a month of campaign, we are glad to reveal the winning collection with the most likes: the French jewellery brand JEM.
Jewellery Ethically Minded (JEM) was launched in 2010 with the ambition of rewriting traditional jewellery codes, combining beautiful aesthetics and sustainable development.
JEM holds a strong mission of sustainable and clear-sighted jewellery, creating jewels in a spirit of goodwill, according to its mission and idea of ethical progress.
At the heart of JEM’s commitments are the ethical gold sourcing embodied by the Fairmined Label, the traceability guaranteed along each step of fabrication, as well as the perpetuation and transmission of the French jeweller´s know-how.
“We aspire to shine a new light on the world of jewellery without depriving it of its essential poetry and grace. We intend to embody a pure, modern and meaningful fine jewellery, a radiant and shining jewellery that’s conscious, committed and challenges the status quo”, said Dorothée Contour, General Director of JEM.
Indeed, the brand is convinced that jewellery-making can become a driving force for change by engaging in positive and concrete initiatives, contributing to social and environmental progress and striving for total transparency; all of this by being beautiful not only aesthetically, but also through its actions.
JEM has a strong historical commitment with the Fairmined Label from the launch of the brand: using 50% of Fairmined Gold in their creations the first years, since 2014, 99% of the Gold they buy is Fairmined. Actually, the project of JEM comes from Fairmined in a way, as it was born in 2008 during a trip in Colombia, where the team met ARM for the first time and discovered their work on eco-responsible standards for small-scale mining.
“We immediately fell in love with this amazing and strong initiative and its concrete positive impact on the communities and the environment. We wanted to take part of this challenge, and both participate to raise awareness in the world and make ARM practices and standards grow, and one day become the reference for gold trade. That’s how we decided to create JEM” Dorothée Contour adds proudly.
Dorothée also stated that today, the whole JEM team is very proud to contribute, to the progress of Fairmined more and more each year, and to generate means for artisanal and small-scale miners to improve their daily lives.
For their #MyBestFairminedCollection, they chose to present their wedding bands collections, highlighting the meaning of this jewel, and also because the values it defends are even stronger and full of sense for such a symbol of love and commitment for a new future that represents a wedding ring.
Get to know all about JEM on their website and find all jewelry pieces of #MyBestFairminedCollection on our Facebook page.