Love, Earth(R) Jewelry is the First Mass Retail Jewelry Line to Follow a Set of Sustainable Criteria for Mining and Manufacturing
TAMARAC, Fla., July 15 /PRNewswire/ -- Aurafin, a Richline Group Brand,
announced today the launch of Love, Earth(R) jewelry, a completely traceable,
responsibly produced jewelry line available exclusively at Wal-Mart stores,
Sam's Clubs locations and on Walmart.com and Samsclub.com. Marking a shift in
how jewelry is produced and sold, the new Aurafin line is a result of a
collaboration with Wal-Mart Inc. and it will give customers the capability to
trace their Love, Earth(R) piece directly from mine to market.
Love, Earth(R) jewelry began as a project to bring jewelry to the Wal-Mart
consumer through a vision of sustainable development and transparency. The
project involved developing Wal-Mart's environmental and social sourcing
criteria for mining and metals in jewelry; identifying credible sources,
miners and refiners; and finally, implementing an online tracking system where
raw materials used in Love, Earth(R) jewelry can be traced directly back to
the mine.
The Aurafin development of the Love, Earth(R) program continues its
tradition of innovative new product category offerings to its customers
through technology investment. Aurafin's corporate goal, of being responsible
to ethical, social and environmental practices, as a member of The Council for
Responsible Jewelry Practices (CRJP), was a catalyst for the cooperative
effort with Wal-Mart. The firm has leveraged its classic brand, of
manufactured and imported fashion Gold Jewelry, from throughout the World,
with social responsibility.
This cooperative initiative is significant in that it not only
demonstrates transparency of the materials found in the product, in terms of
what element came from where, but it also shows transparency of the standards
and criteria by which the product was mined and produced. By going to the
Love, Earth(R) website a purchaser of the jewelry will be able to see on a map
where the gold and silver in their piece of jewelry was mined and
manufactured. At the same time, they will be able to find information on how
the mine that was the source of their jewelry, for example, manages its
cyanide or waste dumps to ensure there are less adverse long-term impacts to
ecosystems.
Want to trace a piece of Love, Earth(R) jewelry from mine to market?
Go to http://www.loveearthinfo.com/ find the 'Trace it from Mine to Market'
box and enter: SMPM88
About Aurafin:
Aurafin is a brand of Richline Group, Inc., a wholly-owned subsidiary of
Berkshire Hathaway Inc., and the USA's foremost Fine Jewelry Manufacturer and
the largest importer of Gold Jewelry. In addition, the firm is a major, prime
manufacturer in the USA and the Dominican Republic. The major brands
comprising Richline's portfolio are Bel-Oro, Michael Anthony, Aurafin,
GemGroup, Sardelli, Prime Time and Alarama.
About Richline Group, Inc.:
Richline Group, Inc. is a subsidiary of Berkshire Hathaway Inc. Berkshire
Hathaway and its subsidiaries engage in diverse business activities including
property and casualty insurance and reinsurance, utilities and energy,
finance, manufacturing, retailing and services. The Common Stock of the
Company is listed on the New York Stock Exchange under the symbols BRK.A and
BRK.B.
SOURCE Aurafin
