FairJewelry.Org, Launches to support Eco-Friendly, Fair Trade Jewelry

    "Blood Diamonds and Dirty Gold provide the jewelry manufacturer and retailer with its best opportunity in decades."
Marc Choyt, President of Reflective Images Inc.

/24-7PressRelease/ - SANTA FE, NM, June 05, 2007 - Marc Choyt, president of Reflective Images Inc has launched a movement website, http://www.fairjewelry.org/ Articles on the site support the production, marketing and selling of fair trade, socially responsible and eco-friendly jewelry.

"The website provides information for the jeweler and the consumer," said Choyt. "For example, I wrote about 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."

According to Choyt, independent jewelers, unlike the grocery and spa industries, have ignored an affluent demographic — the twenty percent of the population who shop for organic foods and avoid Wal-Mart. Recent controversy over blood diamonds and dirty gold has created an opening for jewelers who want to differentiate themselves. These affluent customers are highly loyal to companies that support their values.

"Consider what Patagonia did for outdoor wear, or The Body Shop did for cosmetics," said Choyt. "Both these companies were at the forefront of entirely new movements in the market." Choyt believes we are at the same point now with the jewelry industry that those great companies were before they tapped the demographic that wants to support fair and conscientious businesses. Consumer awareness generated by the negative practices of the jewelry business now provides the jewelry industry with a rare opportunity.

"Last week I had the largest sale in the history of our company: a three platinum rings engagement wedding set," said Choyt. "The customer, who found us online, was from an affluent California town. He purchased from us specifically because of our "progressive eco-values." I was happy to make this sale, but I regretted that there were no jewelers in his area that could meet his standard."

Other articles titles on the site include:


My Application of Blue Ocean Strategy to Jewelry: Fair Trade Jewelry


Resources: Gem and Mining People Going Fair Trade


In Practice: Manufacturers and Retailers Making A Difference


Ten Ways for a Jeweler to Close the Sale that Customer Wanting Peace of Mind


Twelve Things Jewelry Companies Can Do To Be More Green


Ten Steps To Become A Fair Trade, Socially Responsible Jewelry Company


Go Zero Carbon And Turn It To Your Advantage




The new website also is a resource, listing companies, some considered "small players" within the jewelry industry who are currently working, often under the radar, to change the way business is done. Anyone can access the site and find out who is doing what and just as importantly, add themselves to the list in order to increase their business

"We have to build our network so that it is large enough to support everyone, from the mine to the consumer. Yet many people do not know each other, which is an issue. The site begins to address a critical weak link by listing people in this group," said Choyt.

Choyt's company, Reflective Images, will be attending the JCK Show in the Design Center, the most important venue in the trade for Designer Jewelry in the industry. Choyt was selected by the Rapaport group to be on the panel at the Fair Trade conference to take place on June 4th at the show.

Reflective Images is a leading advocate for fair trade and eco-friendly jewelry production. In the last two years his company has been named a superior supplier by OC Tanner Corporation, their largest trade account-- one of three companies out of three hundred to receive this honor. Santa Fe's Mayor and City Council named the company of one of the city's most outstanding businesses, based on their wages, diversity, job creation, benefit package, charitable contributions and their "circle based" business philosophy.

"This site helps everyone, consumer, jeweler and supplier, to move in a direction that supports economy, ecology and community," said Choyt, who is writing a book on his circle-based business approach, which is examined in depth in his CEO blog at www.circlemanifesto.com

For Further information, Contact Marc Choyt at 505-988-7393 Ex. 12.

About Reflective Images
Marc Choyt is President of Reflective Images at www.celticjewelry.com, an award winning designer jewelry company that practices fair trade, ecological, socially responsible business. Marc authors www.fairjewelry.org, a movement website for consumers and jewelers supporting green, fair trade, socially responsible business practices in the jewelry industry. He also originated The Circle Manifesto at www.circlemanifesto.com, a business model based on indigenous wisdom traditions.

Reflective Images
912 Baca St
Santa Fe, NM 87505
888-733-5238
505-988-7393
505-983-1421 fax

# # #