At a time when the terms "conflict diamonds" and "dirty gold" have become widespread, and at a stage that gemological laboratories are developing ethical certificates and the issue of consumer confidence arises at every serious discussion – it was only to be expected that the following website - http://www.fairjewelry.org - would be launched.
The website is the brainchild of Marc Choyt, president of Reflective Images Inc. Its declared aim is to support the production, marketing and selling of jewelry, while placing emphasis on fair trade, social responsibility and eco-friendliness.
Choyt, who currently writes most of the website's content, noted: "The website provides information for the jeweler and the consumer. For example, I wrote ten questions a customer can ask his jeweler to assure he is purchasing jewelry that's ethically and environmentally responsible. I also wrote a companion article for the jeweler to sell to a customer with those concerns."
Choyt noted that last week the company made the biggest sale in its history. The sale was the direct result of the company's "progressive eco-values." "I was happy to make this sale, but I regretted that there were no jewelers in the buyer's area that could meet his standard."
