Sustainability

We bring together our mission (to strive for equality and diversity) and our six core values (of integrity, inclusiveness, client-centricity, creativity, compassion and hardwork) to create a sustainable business for ourselves, our partners, our artisans, our local communities in the UK and in India and for our clients. 

Our partners are an extension of us

It took us almost a year to identify, appraise and select our workshops in Jaipur, Mumbai, Kolkata and Patna. We pride ourselves for working with traditionally skilled artisans and associating with small- and mid-scale workshops which share a similar value system to ours, have a proven track-record for integrity and high-quality, intricate craftsmanship and most importantly allow us to work with them collaboratively and in a transparent manner.

Since becoming a part of the Dira ecosystem, our partners have graciously accommodated our demands for greater certification, stringent sourcing methods, laborious product development and instituting multiple levels of quality control.

Keeping the artisans' interests at heart

Conscious of poor labour practices around the world, we have taken a special interest in understanding the treatment of artisans who either work within our workshops or independently and ensure, to the extent possible, that dignity of the individual and fair employment practices are maintained.

Supporting the local communities

We have pledged to spend 2.5% of our corporate annual savings on supporting the local communities where our artisans reside. 

During the Covid-19 crisis, with the help of local well-wishers, we have been supporting purchase and distribution of food to families in the old city of Patna, the impoverished part of Patna, the capital of Bihar, a state in north-east part of India.

Additionally, we have been supporting crowd-funding campaigns in India which support victims (and their families) of heinous and hate crimes.     

Following international compliance standards

The Kimberley Process Certification Scheme imposes extensive requirements on its members to enable them to certify shipments of rough diamonds as ‘conflict-free' and prevent conflict diamonds from entering the legitimate trade.

We source our diamonds and precious stones from legitimate and established vendors who are approved by the local government and are certified to sell conflict-free diamonds only. 

All our precious metals are either recycled or bought from government-approved agencies.  

We hallmark all our jewellery in the UK, under the UK legislation and by a government-approved agency. Separately, we certify all our diamond jewellery and large colour-stone jewellery for authenticity by independent, international labs such as SGL and IGI. 

Additionally, as members of the National Association of Jewellers (NAJ), a leading association of the United Kingdom jewellery industry, we abide by the NAJ's Code of Conduct - based on honesty, integrity and professionalism, across all business operations.