A Global Voice for Fair Trade Jewelry
Before: Reflective Images, Inc.’s CEO Marc Choyt used two websites to advocate for ethical sourcing and transparency in the global jewelry trade. However, neither website was exclusively focused on fair trade jewelry advocacy, which hampered Choyt’s ability to create a broad and intensive dialogue with people interested in purchasing jewelry to create a better world
Bold Actions: Bold suggested and created a new website – fairjewelry.com – as the platform for Choyt’s fair trade advocacy.
Results: FairJewelry.com is now the top search result for “Fair Trade Jewelry”, and the webs most comprehensive trade and consumer resource on ethical jewelry issues. Choyt’s site is read by people from about 130 countries every month.
Says Choyt, “FairJewelry.org has given me a social platform to launch issues of importance, such as a recent series about the Greenland ruby, which is critically important to the Inuit nation. With Adam’s strategic help, we’ve also learned how to make a difference via Wikipedia, targeted PR, and more. We’ve become our own independent media outlet on fair trade jewelry.”
Meanwhile, the connection to FairJewelry.org has helped drive sales at CelticJewelry.com and ArtisanWeddingRings.com, whose revenue held steady in 2008 while the global online jewelry market dropped 12%. As Bold’s Adam Schultz describes it, “Done right, we knew that FairJewelry.org and the product websites would reinforce each others’ messages. We’re glad that the integrated approach is working.”