diamond ringPioneering Canadian diamond jewellery brand Arctic Circle is the latest brand to join the Positive Luxury community, gaining the company’s unique butterfly trust mark in recognition of its commitment to craftsmanship, positive brand values and environmental responsibility.

Arctic Circle, which uses Fairtrade gold and fully-traceable Canadian diamonds, will join an exclusive roster of luxury brands that have been awarded the interactive butterfly trust mark that allows consumers to instantly recognise Arctic Circle as a brand to trust – and one that does good.

By promoting the Positive Luxury interactive trust button online and trust mark across POS material in store, prospective Arctic Circle customers can review the exact social and environmental actions that the brand has in place at the time of making their purchase decision. As a result, shoppers purchasing diamond jewellery by Arctic Circle are given the power to make a truly informed decision.

Positive Luxury CEO and co-founder Diana Verde Nieto said of Arctic Circle: “The industry has come such a long way and it’s fantastic to see it moving to a point, thanks to brands such as Arctic Circle, where we can buy diamonds for ourselves or as a gift, knowing that we can trust the brand and engage with their story, from sourcing to manufacturing. We’re so pleased to have Arctic Circle join our community of trusted brands, and look forward to working with them on their continued journey.”

Each piece of Arctic Circle jewellery – whether a beautiful contemporary engagement ring or pair of chic diamond halo studs – is set with diamonds from the remote and beautiful frozen tundra of northwest Canada, mined to the highest environmental standards in the world. The diamonds are mined, cut and engraved in Canada, before arriving in the UK where master goldsmiths based in Birmingham’s historical Jewellery Quarter set these precious diamonds into 18ct Fairtrade gold rings, pendants and earrings.

Judith Lockwood and Gary Wroe are the managing directors behind Arctic Circle, and both have many valuable years’ experience in the luxury jewellery and bridal industries.  Lockwood said she is thrilled that Arctic Circle has become part of Positive Luxury’s group of trusted luxury brands.  She said: “For Arctic Circle to be acknowledged, recognised and accredited by Positive Luxury as a brand you can trust is a huge endorsement of our business. Arctic Circle is the fully traceable Canadian diamond that can trace every step it has taken. Alongside this, our jewellery is crafted in Fairtrade gold at Birmingham’s Hockley Mint, which equates to Made in Britain status. Gary and I are absolutely thrilled and humbled at the same time.”


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