The Responsible Jewellery Council (RJC) has launched its first dedicated retail campaign aimed at empowering members with innovative tools for use in their retail stores. 

The initiative, which is aimed at equipping RJC retail members with useful social media and communication tools, marks a significant milestone for the council.

“Our retail members are the direct connection to consumers,” said Dave Meleski, chairman of RJC. “By putting them at the centre of this campaign, we are strengthening their ability to communicate the values of trust, responsibility and sustainability.”

The RJC Code of Practices, Chain of Custody and Laboratory Grown Materials Standard communicate these same values, ensuring these are embedded across the entire supply chain, added Meleski.

The campaign, branded under the slogans #LoveResponsibleJewellery and #LoveResponsibleWatches, provides retail members with a ready-to-use communications kit, which enables them to showcase their commitment to responsible practices across all customer touchpoints.

By equipping retailers with communication resources, the initiative aims to enhance consumer awareness of the industry's collective commitment to positive impact.

"We want people to know that when they shop with an RJC member, they are supporting an industry committed to making a positive difference for communities, for the environment and for future generations," noted John Hall, RJC’s interim executive director.