We believe that jewellery should last forever. This is reflected in the timelessness of our designs and in the integrity of our materials. By working in real gold, we celebrate this naturally occurring and endlessly recyclable, precious metal.
As a business, we believe in buying less and buying better and so intend our designs to be worn, cherished, and passed on for the next generation to enjoy. We want to be the best that we can be for people and the planet and believe that the world should not have to be harmed in the name of luxury.
As such we are embracing the challenge of changing our business to be as sustainable as possible and have partnered with Positive Luxury to help us on this journey.
Positive Luxury
We’re proud of our Butterfly Mark certification, but we’re not stopping here. We recognize there is so much more that can be done. We want to continually improve our sustainability performance so every two years, we will re-certify to an even higher standard than last time.
Explore how we scored.
The Connected Butterfly Mark shows you exactly how we scored in the Butterfly Mark Assessment. We invite you to take a closer look at how we performed on things like our impact on climate, nature and water, how we treat our workers and communities, how responsibly and ethically we run our business. You’ll see what we’re good at, what we’re getting better at, and where we need to improve.
People
As a female-led team, it’s imperative that we champion all women. Whether that’s through charity partnerships bringing education to young girls, or brand collaborations with other female-owned businesses, we want women to feel empowered by their purchase decisions and fashion choices. We firmly believe everyone has a role to play in gender equality and we aim to hit community milestones by raising a further £3 million over the next three years to support young women through The Brilliant Breakfast for The Prince’s Trust.
Annoushka has a long history of collaboration with suppliers that in some cases spans over decades. The absolute requirement is trust and shared beliefs. Our sourcing selection is the integration of: Social, Ethical and Environmental performance of our suppliers and their operation transparency. This commitment is aimed at ensuring that our production of fine jewellery continues to have a beneficial influence and aligns with our core values.
Product
Every step of our process is carefully considered; from the choice of materials, to how they are made, and their lifespan once they make it to our customers. Starting by the gold source: using recycled metals has been a primary focus for the brand since 2021, to combat the negative impacts of mining – environmentally and socially. As a business we made the decision to work with these materials based on environmental reasons; there’s no need to continue mining for raw materials when we already have so many resources in circulation around the world.
We have reached a point where today, 95% of our gold is recycled and we are holding ourselves accountable to reach 100% recycled gold as soon as we can. By undertaking to use recycled gold, we are aligning with the UN Sustainable Development Goal No 12, which is Responsible Consumption and Production. To us, it seems obvious to recycle the gold already in circulation - which holds the same value as newly mined gold - but has far less environmental impact. We hope that others will follow suit.
Planet
We are actively working on reducing our Carbon emissions, through every stage of our product life span from sourcing materials to shipping and displaying our jewellery. Having switched to Recycled materials we have already reduced our carbon emission but our long-term goal is to achieve full net zero status.
In 2022 Annoushka signed the SME climate Hub commitment - by doing so, we are aligning with the UN Sustainable Development Goal 13 for Protection, and Climate Action we recognise that climate change poses a threat to the economy, nature and society at large, our company commits to take action immediately in order to halve our emissions by 2030, achieve net zero by 2050, and report and disclose our progress yearly. In doing so, we are proud to be recognised by the United Nations Race to Zero campaign, and join governments, businesses, cities, regions, and universities around the world that share the same mission.
