PERSPECTIVE 精辟视野 28 | JNA March 2026 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 | Olivia Quiniquini 程爱莉 | Purvi Shah, the new executive director of the Responsible Jewellery Council (RJC), is on a mission to turn sustainability commitments into measurable and meaningful change while ensuring the organisation’s global relevance across diverse markets. 责任珠宝业委员会（Responsible Jewellery Council，简称RJC）新任执行董事普尔维•沙阿(Purvi Shah)正致力将企业的可持续发展承诺转化为可量化且具实际意义的改变，同時确保该组织貼近不 同市场，保持全球影响力。 责任珠宝业委员会： 让可持续发展真正“可持续” RJC: Making sustainability sustainable 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.
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