Greenwashing in the Jewelry Industry

There’s a lot of confusion when it comes to sustainability in the jewelry industry. Dare I say, there is even misinformation and deception around sustainability in the jewelry industry. I want to raise awareness among consumers about sustainability, and the pitfalls they might encounter, as they navigate the process of buying sustainable jewelry. Greenwashing is something you’ve probably seen a lot of, but didn’t know it was a “thing.”

Greenwashing is the deceptive practice of presenting a product, service, or company as environmentally friendly, or sustainable, when it does not genuinely uphold these values. As sustainability and ethical sourcing have become more and more important to consumers, some companies exaggerate or misrepresent their environmental or ethical practices to appeal to these eco-conscious consumers. This practice not only misleads customers, but also undermines genuine efforts toward sustainability.

Let’s look at a few of the common greenwashing tactics to look out for and then look at sustainability in general and in the jewelry business.

Vague or Unsubstantiated Claims: Just because a website or social media post makes claims about their sustainability practices doesn’t mean they are actually implementing those actions. Look for specific details or evidence to support their claims.
Misleading Marketing Language: Pay attention to the language used in marketing materials and product descriptions. Watch out for buzzwords or greenwashing phrases such as "eco-friendly," "green," or "sustainable" without clear explanations of what these terms mean in the context of their jewelry production. Keep in mind that these terms mean different things to different people (more on that below).
Green Imagery: A sustainable company will likely have green imagery (leaves, trees, flowers, and so forth), but, just as with use of green language, there needs to be something backing that up.
Contradictory Practices: This is when a jewelry company's actions or practices contradict their claims to being committed to sustainability. 

I compost, recycle and reuse, but sometimes it seems impossible to be perfect, so I give myself some slack on some things rather than give up entirely. For example, when my son was a baby I used cloth diapers. I quickly learned that cloth diapers could be a gross mess when we were out and about. I decided that I would use regular diapers when going to some places. I tried a biodegradable brand of diaper, despite the insanely high price, but it sometimes, um, deteriorated so well that my son was still in them! I also knew that the water, natural gas for the hot water, and electricity used to wash the cloth diapers was not good for the environment. See how quickly you could drive yourself mad trying to be perfect?! Maybe take the path I finally chose; do your best. You pick what that level of best is for you. This level may be adjusted as you hit different stages of your life. 

I apply this policy to my business practices. Jewelry, aside from a medical bracelet perhaps, is not necessary. I could argue it is culturally, socially or emotionally important, but it’s not vital like food, water and shelter. I guess if I really and truly want to be environmentally friendly, I wouldn’t make or buy jewelry. That’s not my level! I choose to make jewelry. I weigh the pros and cons of every aspect of my business. I revisit these choices periodically and change them when or if possible. You can learn more about my practices and core values here and in this blog post, Being Green.

Learning more about how jewelry is made will help you become a better detective when looking for greenwashing.