Service with a responsibility

The number of socially conscious consumers is growing, particularly among younger people. But many believe the jewellery industry hasn’t done enough to communicate with this group. Telling your customer that you arc a responsible and socially conscious organization can also be a form of service to him.

First of all, store ethical products-Say no to ‘dirty gold’, ‘blood diamonds’, ‘unfair trade gemstones’ etc. Provide certified and hallmarked jewellery and keep your staff updated about these issues.

How about offering an eco-friendly jewellery range? This is very much an untapped market. Focus on causes in your area that demonstrate your commitment to local issues. You can donate a portion of your products to the charities that your customers appreciate or are involved with. How about getting your employees involved in a street beautification program or planting saplings in your locality?

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