Wal-Mart launches traceable and sustainable 'Love, Earth' jewelry line

BENTONVILLE, Ark. and ARLINGTON, Va. Wal-Mart has launched a new jewelry line. The 'Love, Earth' line is the retailer's first completely traceable fine jewelry line available exclusively at Wal-Mart stores, Sam's Clubs and online at WalMart.com and SamsClub.com.

The new line is a collaboration between Wal-Mart, Conservation International and Wal-Mart's supply chain partners and marks Wal-Mart's first step in having all of the components of the jewelry sold in its stores come from mines and manufacturers that meet the company's sustainability standards. Wal-Mart's criteria address environmental and human rights, and community issues. By 2010, the retailer aims for at least 10% of its jewelry offerings to achieve its standards.

"Wal-Mart recognizes that our customers care about the quality of their jewelry and its potential impact on the world," said Pam Mortensen, vp, dmm for Wal-Mart. "With Love, Earth, customers are getting an affordable and beautiful piece of jewelry that also helps sustain resources and strengthen communities."

The Love, Earth line will allow consumers to trace the path of their jewelry from the mine to the store online at www.LoveEarthInfo.com. The site also allows consumers to learn about suppliers' environmental and social programs, and offers information about the standards used to select suppliers and ensure the entire process is more sustainable.

"With its considerable influence, market reach and commitment to sustainability, Wal-Mart has brought together like-minded suppliers, mining companies and conservation partners to work together to build a traceable jewelry supply chain at an impressive scale," said Dr. Assheton Stewart Carter, senior director of business policies and practices at Conservation International. "We hope others in the jewelry industry will follow this leadership example and thus enable consumers to make simple choices that benefit the environment and mining communities when shopping for jewelry."

To create Love, Earth, Wal-Mart selected partners in the mining and jewelry manufacturing industries that already demonstrated environmental and social leadership, including Rio Tinto, an Anglo-Australian mining company; Newmont Mining Corp., a global gold producer headquartered in Denver, Colo.; and Aurafin, a Florida-based jewelry manufacturer. During the next phase of the partnership, the retailer plans to expand the number of approved mining and manufacturing suppliers and introduce diamonds in the Love, Earth line.

The Wal-Mart collection is made from 10-karat gold and sterling silver and the Sam's Club collection from 14-karat gold and sterling silver. Each collection includes fashion pendants, hoop earrings, bangles and fashion beads. The Love, Earth collection is designed to symbolize the Earth's elements and is based on the precepts of recycle, reduce and respect.