Let’s be honest, we’ve all grabbed a pair of earrings on the way to the checkout because they’re inexpensive and would perfectly pair with whatever we’re about to purchase. But looking for sustainable jewellery brands and ensuring purchases are well looked after, are two easy ways to do your bit for the planet.
"One mined carat of gold releases 57 kg of carbon, 250 tons of earth are shifted for one single diamond carat, and 148 million carats are mined yearly" explain SCS Global. The jewellery industry has damaging effects on deforestation, pollution, the destruction of ecosystems and soil degradation. "Overproduction and overconsumption-centred jewellery business models are in essence operating within a fast fashion format," explains Alexia Karides, co-founder of London-based demi-fine jewellery brand YSSO.
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Alexia and her mother Stalo founded YSSO in 2019 after moving to the UK from Greece, and realising the enormity of shoppers consuming jewellery at high volume and low quality. Her mother handmade jewellery for 30 years as a History of Art specialist and was taught by goldsmiths across Athens, "I wanted to bring back the handmade quality of jewellery to a larger audience,” Alexia explains.
Their pieces are thoroughly It-girl approved. Jourdan Dunn wore YSSO to a Balmain dinner with Olivier Rousteing, Halle Bailey wore its earrings to an Easter even at the White House, model Danielle Copperman Sersoub wore their 'bud' earrings on her wedding day, and dancer Julianne Hough is another A-list name who is a fan of the Greek heritage-inspired brand.
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All of their designs are non-seasonal, handmade in recycled bronze and gold in a small family-run workshop in Greece, and always produced in small quantities (almost always under 10 for any design). “It is incredibly important that we are as circular as possible,” Alexia says. “We know the people who create our pieces personally and they are based in close proximity to our studio in Athens.”
Alexia also explains how jewellery trends, not just trend-led designs, have an impact on the environment. "Stacking in essence is an invitation to overconsume. YSSO advocates for timeless designs and longstanding quality in production – i.e. you don’t need many pieces to make a statement." According to Alexia looking after your jewellery to make it last longer helps the environment, because keeping your bijouterie feeling fresh, will make you want to shop less. She shares some of her advice for keeping your baubles spic and span...
How to make your jewellery last longer:
Store it separately
Alexia advises storing your jewellery so that it doesn’t touch other pieces, whether that’s individual pouches or a jewellery box with dividers: “We provide linen pouches for our jewellery and we advise storing designs separately and not multiple as it can cause scratches to the metal and erode the quality of the plating.”
Keep it dry
“We advise not to enter the sea, shower or handle chemicals (household cleaning items), perfumes or creams while wearing jewellery, as these may cause discolouration to the metal.”
Treat it with love
"We gold-plate our designs twice in 24 and our signature 18 carat gold, to make them incredibly durable, but I advise you to treat any jewellery with love, care and respect to ensure long-lasting condition of the finish."
Why did you start YSSO?
"Before starting YSSO I was working as a corporate lawyer in the City. I quickly realised that I wanted to do something that had a real tangible impact and create something of true value. Having grown up in Greece, Athens is a place which holds a special meaning to me, both because of its rich cultural history, but also the sheer volume of untapped potential that exists in the country."
Why was it important to start a sustainable brand?
"Any brand operating nowadays needs to have a sustainable position in mind, and be conscious of their impact, whatever their size or scale.I truly believe in quality over quantity in the things people need, and as a brand we see a lot of repeat customers that come to us in exploration of new designs that speak to them personally, and who are open to waiting for pre-orders and for designs to be produced on demand." By 2025, around 20 to 30 percent of global jewellery sales will be influenced by sustainably minded consumers, according to research by Mckinsey.
How can the jewellery industry become more sustainable?
"I believe the industry will inevitably become fully regulated and brands will be obligated to provide full supply chain information to their end consumer. I believe that brands which in the past saw great profits in doing weekly drops and advocating for overconsumption will need to readdress their business models and identify new ways of giving consumers value."
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