The Arctic Circle brand, which is owned and made by Birmingham-based manufacturer Hockley Mint, offers elegant bridal jewellery set with ethically sourced, traceable Canadian diamonds in Fairtrade gold.
It will sell selected items from its Classic Bridal Collection by Arctic Circle Diamonds through the newly launched online boutique.
On joining Jewelstreet, managing director of Hockley Mint Gary Wroe said: “Our aim is to promote ethically sourced jewellery across all channels, so we are extremely pleased to have opened a boutique store on Jewelstreet – it is the perfect platform for Arctic Circle Diamonds to reach consumers.
With traceable diamonds and Fairtrade Gold all combined to be manufactured in Birmingham, Arctic Circle Diamonds really is flying the flag for British-made product.”
Arctic Circle Diamonds won the award for Ethical Jewellery Business of the Year at the UK Jewellery Awards 2016, with judges agreeing that it has “gone above and beyond” on ethical sourcing.
One judge said, “Arctic Circle Diamonds is a visible and proactive force on the path towards ethical sourcing and the use of Fairtrade metals. Its visits to mines across the world prove just how dedicated it is to getting to the root of issues of traceability and responsibility.”
Each of Arctic Circle Diamonds’ Canadian diamonds is laser-engraved with its own “birth certificate” serial number, as further proof of origin, while finished pieces are made in Britain at Hockley Mint’s manufacturing facility in the heart of Birmingham’s Jewellery Quarter.
Rob Passmore, CEO and co-founder of Jewelstreet, said: “We are thrilled that Arctic Circle Diamonds has opened a boutique on Jewelstreet – it is exactly the kind of brand we love: focused on provenance of materials, the quality of its British craftsmanship and its focus on ethical sourcing. We are delighted to have Arctic Circle Diamonds on board.”
Passmore added: “We believe that the internet has done a poor job to date and has let the jewellery buyer down, especially when it comes to wedding jewellery. For such an important and emotive purchase, the internet has until now provided a rather cold, ‘race to the bottom’ cost model rather than focusing on quality, authenticity and design and providing a high-value service proposition.
Arctic Circle Diamonds is exactly the kind of brand that should succeed online and we are excited that Jewelstreet is going to be a part of helping to make that happen.”