Exclusive Interview with Chris Aument: Ethical Sourcing Consultant For Independent Jewelers
Introduction:
Chris has visited close to a hundred stores in the last six months, promoting ethical sourcing issues to independent retailers. We spoke extensively in December, 08 and I followed up with these questions by email.
Chris has noticed that stores that have moved toward more ethical sourcing are separating themselves from the competition and surviving better.
You can learn more about this work on his website, www.stylethic.com
~Marc Choyt, Publisher, fairjewelry.org
Marc: Let’s start with your background. What led you to be so passionately involved in ethical sourcing issues?
Chris: I became aware of the issues as attention around the Blood Diamond movie increased. Further investigation revealed not only conflict diamond issues but other industry wide problems. While working for a small independent jewelry retailer, I noticed a growing demand for ethical jewelry and started investigating alternative sourcing methods.
Marc: What exactly are you doing to promote ethical sourcing?
Chris: I started Style Ethic to promote a socially responsible business model to jewelry retailers and manufacturers. The focus is on how to increase market share and profitability by adopting better business practices. This includes ethically sourced jewelry and gemstones as well as things like recycled business cards and energy efficient lighting. The overall message is how a lot of little things can make a big difference.
Marc: You mentioned in our conversation that you traveled around to a lot of stores. What have you learned?
Chris: I have visited close to 100 stores in the past 6 months and have had both surprises and disappointments. While there seems to be a dominant lack of interest in socially responsible jewelry, there are some retailers trying to improve and are unaware of the alternative options.
One thing I have seen consistently – Retailers who were breaking from the status quo appeared to be the most successful. Whether it was customer service or jewelry, consumers seemed more supportive of jewelers who were willing to give them a new experience.
Marc: Do you think that a jeweler moving toward ethical sourcing can help in this economy?
Chris: Absolutely. The current economy dictates retailers must have distinct advantages over their competition if they want to survive. Consumers gravitate towards products which make them feel good emotionally and a business that adopts a socially responsible stance can have more appeal. Not to mention the added bonus of increased attention by local media and other organizations due to the more positive message.
Marc: Anything else you’d like to ad?
Chris: I think consumers have a significant role in the advancement of ethical sourcing initiatives. Jewelers tend to ignore the product because of a perceived lack of demand and concerned consumers fail to support their local jeweler because of a perceived lack of interest. It’s a vicious cycle that can be resolved if more consumers support their local jewelers and request ethically sourced products. Style Ethic aims to bridge this gap by making it easier for both parties to have the necessary resources.
