Luxury

RESPONSIBLE LUXURY

A report on the new opportunities for business to make a difference

By Jonathan Kendall, CIBJO

RESPONSIBLE LUXURY

cONtENtS

3 5 7 Foreword by Jonathan Kendall Executive Summary Chapter 1: BRaNd attItUdES, BRaNd aPPEtItES 11 Chapter 2: thE GOOd GENERatION 15 Chapter 3: PUttING thE LUXE Back INtO LUXURY 21 Chapter 4: a BaLaNcING act 25 Chapter 5: LEaRNING LESSONS aNd dRIvING chaNGE

CIBJO – The WOrld JeWellery COnfederaTIOn

RESPONSIBLE LUXURY

RESPONSIBLE LUXURY

FOREWORd

aBOUt thE aUthOR

Jonathan Kendall has been at the forefront of developments in corporate responsibility in luxury, particularly in the jewellery sector. He is President of the Marketing and Education Commission at CIBJO, The World Jewellery Confederation, where he is responsible for providing marketing and evaluation tools to retailers and supply chain members in the areas of environmental, ethical and social responsibility. As part of this role, Jonathan represents the jewellery industry to the United Nations and has been a key speaker at a number of industry events around the world, including the Hong Kong Jewellery and Watch Fair. He has overseen the development of a number of educational guides at CIBJO, including the Retailer’s Guide to Trust, Retailer’s Guide to Marketing Diamond Jewellery and the comprehensive Retailer’s Reference Guide. Jonathan is also Global Operations Director for De Beers’ Forevermark, the company’s new diamond brand. Forevermark diamonds not only give assurances of exceptional quality but also assurances of integrity – every Forevermark diamond has been responsibly sourced and has been nurtured at every step of its journey. Jonathan was instrumental in the development of De Beers Group’s Best Practice Principles, an ethical code of conduct that both the company and its clients (sightholders) must adhere to. It covers required standards of conduct with regards to three main areas: business responsibilities (ethical and legal...