This article first appeared in the JNA March 2026 issue.

When the Responsible Jewellery Council (RJC) named Purvi Shah as its new executive director from February 7, 2026, it felt like a natural progression. As De Beers Group’s Head of Ethical and Sustainable Value Chains, she had led the diamond miner’s pioneering efforts in responsible practices.

Her career at De Beers solidified her belief that sustainability drives real change only when standards are ambitious, workable and backed by credible assurance. Shah tells JNA how she intends to scale this approach on the global and industry-wide stage.

JNA: Please share your vision for the Responsible Jewellery Council.

Purvi Shah: The RJC is the globally trusted reference point for responsibility in the watch and jewellery industry: Credible, relevant and forward-looking. My vision is to strengthen its role not only as the leading standards-setting and certification body but also as a strategic partner that supports long-term value creation across the entire jewellery supply chain.

As expectations around transparency, ESG (Environmental, Social and Governance) performance and regulatory due diligence continue to rise, RJC can simplify, align and translate responsibility into practical, implementable action for our members.

I also see RJC as a convening platform, bringing together industry, civil society, policymakers and peer initiatives to foster a more aligned and coherent ecosystem for responsible sourcing. This is essential to move beyond compliance and achieve real, measurable impact.

At its core, RJC aligns industry practice with societal expectations, regulatory requirements and stakeholder trust, creating coherence in a fragmented landscape and enabling responsible practices to scale across the global value chain.

JNA: What are your priorities as RJC Executive Director?

Shah: I aim to guide RJC into its next phase of relevance and impact by making sure our standards evolve in step with global ESG expectations and regulatory developments. A core focus will be strengthening our value to members, helping them move from commitment to execution with confidence by expanding implementation guidance, tools and capacity-building support to make responsible business practices not just aspirational but also achievable in day-to-day operations.

I also want to widen RJC’s reach and influence by expanding membership in emerging regions, deepening engagement with under-represented parts of the value chain and ensuring strong coverage across materials, geographies and business models.

Ultimately, RJC’s impact depends on effectively translating standards into real change. I want RJC to be recognised as a practical, trusted partner that helps the industry strengthen trust, manage risk and embed responsibility as a driver of long-term resilience and value.

JNA: What key sustainability issues does the jewellery industry face?

Shah: Enhanced transparency and traceability, increasingly robust and demonstrable supply chain due diligence and stronger climate action are among the most urgent ESG advancements for the trade. Consumers and regulators demand greater visibility into material origins and sourcing conditions, requiring technologies and systems that can verify provenance while ensuring supply chains respect workers’ rights and foster safe, fair labour practices.

Sectors must also further reduce their environmental footprint – addressing carbon emissions, water usage, and waste across mining, manufacturing and distribution. Integrating circular economy principles is also critical. These efforts mitigate risks while building resilience and trust in industries where storytelling and heritage are deeply valued.

JNA: Is the trade ready to meet stricter EU policies on ESG regulations?

Shah: Readiness varies across the industry. Proposed amendments to some key directives require businesses to recalibrate and reassess. Some directives may have indirect implications on smaller companies through due diligence requirements. The broader industry, geopolitical and economic contexts also play a role. In my experience, businesses respond in more reactive ways in the initial years of new rules but deepen their approach over time. Significant change is coming, and businesses may be uncertain on interpretation and implementation. RJC does not offer legal guidance but we provide practical tools and resources that help companies adapt to new requirements within their contexts.

JNA: How can RJC help its members meet consumer expectations on sustainability?

Shah: The RJC will act as both a robust standards-setter and a practical partner for implementation. Consumers, particularly millennials and Gen Z, increasingly demand transparency, authenticity and purpose from the brands they support. They want confidence not only in where materials come from but in how people, communities and the environment are treated throughout the value chain.

Through credible third-party certification, RJC members demonstrate their alignment with recognised, industry-wide benchmarks, reassuring consumers in an environment where trust and verification matter more than ever. RJC’s practical support such as strengthening systems, improving disclosures and offering clear guidance, training and tools likewise help members translate standards into
real-world action.

By combining rigorous standards, credible assurance and practical implementation support, we help members tell a trustworthy story that responds to evolving consumer values while supporting a more accountable, transparent and sustainable jewellery and watch industry.

JNA: What is your advice to smaller companies that often struggle to meet RJC standards?

Shah: Certification is a journey, not a hurdle. Start by understanding where you already meet the standards, identify gaps and prioritise improvements step by step. Use RJC’s guidance, training materials, toolkits and peer networks, and do not be discouraged by initial complexity. By taking a structured, step-by-step approach and making full use of our tools and support, most members find that the process is less complex in practice than expected.

JNA: How do you convince the trade that sustainability is a worthwhile investment?

Shah: I would emphasise that sustainability is fundamentally about risk management, resilience and long-term value creation. Responsible practices help protect supply chains, enhance brand trust, attract talent, meet regulatory requirements and respond to consumer expectations. The cost of inaction, reputational damage, regulatory penalties or loss of market access far outweighs the investment required to do things responsibly.

JNA: What can the gem and jewellery trade expect from an RJC with you at the helm?

Shah: The industry can expect a strong focus on credibility, clarity and impact. My priority is to ensure RJC remains a trusted, authoritative and neutral reference point for responsible practice, while making its standards more practical and valuable for members in their day-to-day operations. Standards will stay robust and aligned with stakeholder and regulatory expectations, supported by clearer guidance, better tools and stronger implementation support. I want RJC to be known not just for what it requires, but for how well it helps members succeed.

I want RJC to be recognised as a practical, trusted partner that helps the industry strengthen trust, manage risk and embed responsibility as a driver of long-term resilience and value.