When it comes to the fashion industry, sustainability is a term that I’m truly struggling to wrap my head around. It’s discussed in casual conversations amongst colleagues, plastered all over my Instagram feed, and fully embedded in the branding of nearly every artisan stall handing out business cards across London’s market scene (which ironically, doesn’t seem very ‘sustainable’).

In an effort to uncover the sustainability of my own jewellery brand, I’ve learned that the word itself is often treated as a synonym for ethical, green, vegan, natural … the list goes on! This game of Environmental Mad Libs is extremely confusing, especially when you’re a one-woman show tackling design, website maintenance, supplier relationships and most importantly - sustainability.

What does being sustainable actually mean? How can we define it, and better yet, how can we measure it? As artists and designers, should we be using eco-friendly language to market our products, or does that put us at risk of using the practice of greenwashing to drive sales? Branding and marketing are intended to encourage you, the consumer, to quite simply, consume more. And consuming more, now matter how ‘green’ your purchases may actually be, is part of what got us into this mess in the first place. At the end of the day, how can we balance a passion for craft and the desire to grow our small businesses with the need to preserve the planet?

As I continue to educate myself on the existing climate crisis, I’ll be looking at ways I can define, measure and improve the sustainability of my jewellery business - beginning with my raw materials and production process, all the way through to my packaging supplies and shipping methods. In the meantime, I’ll leave you with this final thought. Jewellery, like so many objects we’ve grown to love and cherish, is far from a necessity. So the next time you’re considering a new piece of jewellery, ask yourself this question - do I really want this and will I treasure it forever? If the answer is no, you’re doing the environment and humanity a favor by walking away. If the answer is yes, then I hope at the very least, you’ll decide to purchase jewellery from a designer who makes your future heirloom by hand with love, care and the utmost compassion for the environment.