The Who, the what and the why of The Ethical Jewellery blog.
The Ethical jewellery blog (EJB) was founded in late 2019 by Jeweller Edward Fleming with the goal of helping to clearly define what it means to describe jewellery as ‘ethical’ and to promote brands, products and makers who are doing great things.
The conversation around ethical jewellery has been growing and there are now loads of great resources for jewellery makers and companies to help them integrate genuinely ethical materials and practices into their work, however, there’s less clarity for the jewellery buying public.
Sadly there’s plenty of misinformation and greenwashing out there, which makes it difficult for even the most well-meaning and diligent of ethical consumer to make the best choice.
The plan is to make the ethical jewellery blog a self-sustaining, even profitable venture once we’ve established an audience and built trust through transparency and consistency.
Our main source of predicted revenue will be from sponsored content, though there’s also an investigative element to what we do, which is time-consuming and doesn’t generate revenue so we’ve set up a Patreon account which means you can support us in this work if you like.
A normal media business would avoid topics that are sensitive to potential advertisers for fear of losing their advertising revenue. Often, good journalism means asking difficult questions and directly challenging people, even if it means you lose advertising revenue which is part of the reason we felt the need to create EJB.
We’ll be highlighting what we feel are misleading and incorrect claims, backing up our assertions with relevant links, news and information. We’ll be keeping up to date with the latest developments in the jewellery supply chain to give you an insight into what is really going on behind the scenes in the jewellery industry.
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