What Ethical Jewellery Actually Means

You’ve seen the buzzwords. They’re everywhere:
Ethical. Sustainable. Responsibly sourced.

They sound great. Like the jewellery version of a green smoothie. Fresh, clean, wholesome, and really good for you. Who wouldn’t feel smug about buying something that promises to be all of those things?

But here’s the cold, hard truth: those buzzwords don’t mean anything unless there’s solid proof to back them up.

It’s way too easy for brands to toss these terms around, hoping you’ll just take their word for it and assume their products are sustainable. They want you to buy into their feel-good narrative without asking too many questions.

And just like that green smoothie (the one that’s secretly crammed full of sugar), not everything that sounds good is as honest as it seems. It’s all just smoke and mirrors—big, bold claims with nothing to show for them.

So, let’s cut through the marketing fluff. We’re about to break down these buzzwords and give you the no-nonsense truth about what ethical jewellery really means—because it’s definitely not as simple as slapping on a label.

“Ethical” Jewellery

Sounds great, doesn’t it? Makes you picture happy jewellers hammering away in a beautiful studio. But let’s not get too carried away. Ethical can mean a lot of things, and some brands like to stretch the truth…

Sometimes it means using recycled metals.
Sometimes it means the workers were paid fairly.
Other times it just means the company made a charitable donation once in 2016.

What you really want to know is:

• Who made this jewellery?
• Were they paid a fair wage?
• Were they working in safe conditions?

If a brand is using the word “ethical” but can’t answer these questions with specifics, that’s your first red flag. For us at Oh My Clumsy Heart, it’s simple: everything we make is crafted using responsibly-sourced materials by jewellers who are paid fairly and treated with respect. No mystery there.

“Sustainable” Jewellery

"Sustainable" is word a lot of brands slap on their jewellery to make it sound more eco-friendly. But it’s not enough to boast about using recycled metals or recyclable packaging (although that’s definitely part of it). True sustainability is about ensuring the whole process doesn’t leave a trail of destruction in its wake.

Here’s what we mean when we say sustainable:

• We use recycled metals. That means no mining of new precious resources.
• We design timeless pieces that are built to last so you won’t be replacing them in a few months.
• We produce in small batches to reduce the risk of overproduction and the waste that comes with it.

“Responsibly Sourced”

In theory, "responsibly-sourced" should mean that all materials are traceable, conflict-free, and mined or produced without screwing over people or the planet. But in practice, it’s often used when brands don’t have full traceability, but want to sound like they do.

If a brand is vague, saying something like, “Our suppliers follow responsible practices,” don’t be afraid to ask how. If they start squirming, well... you’ve got your answer.

At Oh My Clumsy Heart, we’re all about transparency. Our suppliers are UK-based, with many right here in the Jewellery Quarter, just down the road from us. We work with great people like Hockley Mint and Cooksongold, who share our commitment to quality and responsible sourcing.

Greenwashing & Fake Sustainable Jewellery

Greenwashing is the sneaky trick where brands pretend to be all eco-friendly and sustainable but don’t actually follow through. A brand may slap on “sustainable” labels to lure in conscious shoppers, but when you look closely, there's no evidence that backs up their claims. It's the perfect example of trying to hop on the eco-friendly bandwagon without doing the work.

So, how do you spot greenwashed jewellery? Here are a few tell-tale signs:

• Vague buzzwords: You know the ones—“eco-friendly,” “green,” “sustainable"—without providing specific information about their practices beyond "we use recycled metals" and "our packaging is plastic-free."
• No traceability: If the brand isn’t specific about their sustainability efforts or only focus on one aspect (like eco-plating) while neglecting others, such as sourcing and manufacturing, don’t be afraid to ask questions.
• Over-the-top claims: If a brand is promising “100% sustainable” or “completely ethical” without any proof, it’s time to ask some questions. Making sweeping, unverifiable claims is a big red flag.

For us, it’s about keeping things real. We’re not perfect (who is?), but we make sure to be upfront about how we source, make, and produce our jewellery. Our jewellery is made with care, from recycled metals to ethically sourced stones, and we’re always happy to share the details with you.

Don’t fall for the gimmicks. Greenwashing is everywhere, and we’d rather you trust brands that are clear, transparent, and making real changes—not just jumping on the latest trend.

What It All Means For You

Shopping for jewellery with a conscience shouldn’t require a PhD in supply chain logistics. But unfortunately, brands like to throw out feel-good words without backing them up. You deserve to feel good about your purchases, and not be conned by dishonest brands.

Here’s your cheat sheet for spotting the good stuff:

• Look for transparency. Brands that are serious about sustainability will share a lot of information about how and where their products are made—not just slap "sustainable" in their bio.
• Details matter. A vague sustainability claim isn’t enough. “Fairly paid” is good, but “our jewellers are paid a living wage in Birmingham” is better.
• If it sounds vague, it probably is. Don’t be afraid to dig deeper by asking the questions they didn't expect you to ask.

Or, you know… just buy from us.

At Oh My Clumsy Heart, we’ve got nothing to hide. We use recycled metals, source responsibly, and make everything in our studio with care. No greenwashing. No buzzwords. Just great jewellery, made properly.