The past decade has seen calls for heightened transparency between producers and consumers, as demand for ethical practices and materials increase. Companies — from large corporations such as Walmart, to cutting edge fashion brands such as Frietag — have been keen to emphasize the moral backstory of their items. Now, US jeweller Do Amore are going one step further, giving buyers of their ethical wedding rings a heartwarming epilogue — every ring purchased provides two people with clean water, for life.
Do Amore rings are made from 95 percent recycled precious metals — sourced by No Dirty Gold — and 100 percent conflict free diamonds, which adhere to the Kimberley Process — a certification system that prevents conflict diamonds from entering the legitimate diamond supply chain. They even come in a box made from recycled wood. The company pass on part of the profits from every purchase to Water.org who provide access to safe water in Africa, South Asia and Central America: each wedding ring sold funds clean water for life for two people, by co-founding a water well.
Are there other luxury brands which could afford to finance charity projects with some of their profits?