Wal-mart launches traceable jewellery

Value retailer Wal-Mar is introducing a new jewellery line allowing customers to trace the origin of materials used. The new Love, Earth jewellery range will feature 10-carat gold and sterling silver and will be sold in collaboration with the Conservation International Group. Customers will be able to track materials used on a website all the way to the mines that are linked to the manufacturers.

The line is Wal-Mart’s first step toward ensuring all of the gold, silver and diamonds used in the jewellery sold in its stores and Sam’s Club locations come from mines and manufacturers that meet Wal-Mart’s sustainability standards and criteria, which address environmental, human rights and community issues. By 2010, the company's goal is for 10 percent of its jewellery offerings to achieve these standards.

Through a collaboration with Conservation International, Wal-Mart selected mining and manufacturing partners which demonstrated responsible leadership, including Rio Tinto, an Anglo-Australian mining company; Newmont Mining Corporation, a Colorado gold producer and Florida manufacturer Aurafin.

During the next phase of the partnership, Wal-Mart plans to expand the number of approved mining and manufacturing suppliers and introduce diamonds into the Love, Earth line.

Customers can track the path of their Love, Earth pieces online at www.loveearthinfo.com.

Images: Wal-mart necklace