Annoushka believe that jewellery should last forever. This is reflected in the timelessness of their designs and in the integrity of their materials. By working in real gold, they celebrate this naturally occurring and endlessly recyclable, precious metal.

How did your sustainability journey begin?

We are increasingly aware of the threats to the environment and the importance of a diverse biosphere. Transparency is important to me, and I feel it integral to bring this to the fore for my customers. It is hardly surprising that clients are making intelligent purchasing decisions - by buying solid gold they are making an investment in something which will last forever, not throwing money at a passing trend but investing in a timeless piece that will stand the test of time and be passed on generation on generation. I’ve always designed using solid gold, it’s a huge part of our brand DNA. Now we’re looking into the finer details and seeking to fine-tune each stage of our production process. 


Why is being sustainable so important to Annoushka?

Jewellery is a complex industry which poses many challenges and contradictions, some of which may take time to resolve. We are committed to our values and our goal of becoming a more circular business, our recent partnership with Positive Luxury as helped enormously and will continue to offer resolutions and assistance to ensure that we operate as sustainably as we can. 


What have you done so far to make Annoushka sustainable?

Wherever possible we source and produce using materials that have already been extracted, rather than continuing to mine limited resources. Today, over 70% of our gold is recycled – and we are hopeful that we will reach 100% recycled gold soon. By using recycled gold, we align with the UN Sustainable Development Goal 12 - Responsible Consumption and Production. They recycle the gold already in circulation - which holds the same value as newly mined gold - but has far less environmental impact. 


How do you source ethical materials?

As a rule, we only work with suppliers who can commit to the social and environmental standards set out in their Supplier Code of Conduct, in line with the International Labour Organisation guidelines. Every step of the production and design process is carefully considered; from the choice of materials, to how they are made, and their lifespan once they make it to their customers. Annoushka Jewellery uses recycled metals to avoid the negative impacts of mining as well as working with suppliers to improve the transparency of our supply chain. 93% of our jewellery is produced by suppliers that are Responsible Jewellery Council certified. 


What are your future plans to keep Annoushka a sustainable brand?

We source and produce using materials that have already been extracted, rather than continuing to mine limited resources - to improve sustainability within our supply chain and continue to empower local communities around the world. We are currently exploring how and if we can use recycled stones. We are also looking into reduced packaging options and reducing plastics in our supply chain by honing in on the finer details and working closely with our partners – seeking their cooperation across the entire process.