Dear Justin …

If I understand your immediate question, I believe you’re asking me how ethical jewellery retailers who sell quality product can prove their integrity to their market. 

As trite as it sounds, I still believe that being a CJA member adds credibility to your business.  I will openly invite the CJA to dispute that an unethical jeweller can easily become a member of the CJA.  Regardless, their code of conduct and requirement to print;

The diamonds herein invoiced have been purchased from

legitimate sources not involved in funding conflict in compliance

with United Nations Resolutions.  The seller hereby guarantees that  these diamonds are conflict free, based on personal knowledge

and/or written guarantees provided by the supplier of these diamonds.

gives us something to live-up to.  If you are a Rotarian, member of AGS, CJG, DiGem or other organization, you should display their code of ethics or code of conduct in your store to invite your clients to compare you to these proclamations.

As far as selling jewellery that you’re proud of?  Hey, I think it’s a “Barnum and Baily World.”  P.T. Barnum said, “there’s a sucker born every minute.”  You can operate ethically, and sell crap-jewellery and make a lot of money.  Only one consumer option will have the lowest cost, all others have to sell on some other merit.  Any bozo can sell the lowest cost alternative.  Selling quality is a choice.  It takes knowledge, taste, class and skill to sell the good stuff.  If you’re committed to selling quality, keep up the good work and continue proving and reproving yourself to your clients.  Their experience with quality jewellery will create long-term raving fans.

It’s not the easiest path, but I believe the most rewarding.