Retailers, jewellers, designers, goldsmiths and casting houses have signed up to take part in the Fairtrade Foundation’s bridal campaign ‘I Do’ next spring 2015.
Encouraging British couples to choose Fairtrade gold when they get married, the campaign will drive traffic to an online hub where they can learn more about Fairtrade gold. The hub will provide information about where to buy Fairtrade gold jewellery, how to choose a design, a ring size guide, and inspiration for brides wanting an ethical wedding. Brides can also enter a competition to win a basket of Fairtrade goodies to enjoy at the bridal shower.
The aim of the ‘I Do’ campaign is to make Fairtrade gold wedding rings the default bridal purchase for couples getting married, with an ambitious target to sell 100,000 Fairtrade gold wedding rings to 50,000 couples, generating $1 million in Fairtrade Premium for mining communities. The campaign will raise consumer awareness levels of Fairtrade gold through a combination of earned and bought social and digital media activity with a view to driving sales.
Designers and staff selling Fairtrade gold will also be entered into a prize draw to win a trip of a lifetime to Tanzania with the chance to visit smallscale gold miners who are working towards becoming Fairtrade certified. Staff can either nominate themselves or be nominated by colleagues to enter the competition.
All campaign partners will be listed on our dedicated online campaign hub, due to launch in December, which will feature their company logos.
Point of sale materials including strut cards, window stickers, postcards as well as generic Fairtrade gold marketing leaflets will be available to support sales teams and individual jewellers amplify the campaign in workplaces, in store and online. The Fairtrade Foundation will also provide companies with specialist training to help support sales of Fairtrade gold.
Michael Gidney, Chief Executive of the Fairtrade Foundation said: “The ‘I Do’ campaign offers the Fairtrade Foundation’s committed business partners with an engaging way to encourage their existing and new customers to consciously choose Fairtrade gold for that special occasion. Fairtrade gold is the leading sustainability solution for jewellers and retailers and should become part of their ethical offering.”
Fairtrade provides independent certification that economic, social and environmental standards have been met and that producers have been paid a fairer, stable price. Fairtrade miners also earn a Fairtrade premium, which is invested into product quality and projects that will benefit their community.
Sales of Fairtrade products reached £1.78bn in 2013 and consumer awareness of the FAIRTRADE Mark is high, with 78% recognition among UK consumers.
Businesses interested in supporting the campaign can now offer Fairtrade gold via three separate business models, relative to their size and volumes of gold they are using.
For more information and campaign materials, visit www.fairtrade.org.uk/gold.
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For more information, interviews, footage and images, please contact Martine Parry, Media and PR Manager in the Fairtrade Foundation press office on 020 7440 7695 or at martine.parry @fairtrade.org.uk
Notes to Editors
• Around the world small-scale mining employs about 30 million miners. As many as 100 million people depend on it for their livelihoods.
• Fairtrade gold was first launched in 2011 in the UK closely followed by launches in Australia, Belgium, Canada, Denmark, Luxembourg, Netherlands, Norway, South Korea and Sweden. Discussions are currently underway to introduce certified gold in the USA and Switzerland in the near future.
• The Fairtrade Minimum Price for pure gold is set at 95% of the London Bullion Market Association’s (LBMA) fix plus a Fairtrade Premium of US$2000 per kilogram of fine gold bought from the mines. Platinum: 95% LMBA + Fairtrade Premium of 15%; Silver: 95% LMBA + Fairtrade Premium of 10%. The LBMA fix is the international agreed price for gold. Artisanal and small-scale miners (ASM) producers in the mainstream get anything from 50% to 85% of the LBMA fix.
• Miners can earn a premium of 15% on top of their sale price when they recover and process gold without the use of harmful chemicals such as mercury and cyanide.
• Certified miners must use safe and responsible practices for managing toxic chemicals in gold recovery. Chemicals have to be reduced to a minimum and where possible eliminated over an agreed time period.
• Child and forced labour is prohibited under Fairtrade standards, and Fairtrade monitoring stamps it out wherever it is found.
• The FAIRTRADE Mark is a certification mark and a registered trademark of Fairtrade International. The Mark is licensed s on products which meet international Fairtrade standards. Today, more than 1.3 million people – farmers, workers and their families – across 70 developing countries benefit from the international Fairtrade system.