Considered Jewellery, a new online jewellery brand has launched its debut Signature collection. The premium range of responsibly produced jewellery is made from recycled sterling silver with Fairmined gold vermeil and has been created entirely in the UK.
Founded by sustainable jewellery champion Victoria Waugh of V&V Sustainability Consultancy and seasoned jewellery buyer Bea Shinh, Considered Jewellery aims to offer customers a radically transparent alternative in the demi-fine market.
The debut range has been produced in Hatton Garden and the Birmingham Jewellery Quarter, the UK’s leading jewellery manufacturing centres, and is part of the Created in the UK scheme, managed by the National Association of Jewellers (NAJ). All the material used in the collection can be traced back to its source, and the brand plans to make its full supply chain visible to consumers.
According to the NAJ, ‘there is a growing market for premium-priced products made in the UK. In a recent survey carried out by the, Make it British-campaign, around 93% of those surveyed said they would be willing to pay more for a product made in Britain compared to buying a similar product made outside the UK’.
Speaking about the launch, Bea said, “We’re proud of our Signature collection and what it stands for. The pattern running through the collection stems from our logo, which is four back-to-back letter C’s.
They represent our mission to be considered in our design, committed to transparency in our supply chain, collaborative with others, and always conscious of the legacy we leave behind. It is ingrained in each item and allows the wearer to showcase their values, knowing that each item in the collection is as sustainable as it is beautiful.”
In addition to retailing the Considered range, the duo will offer jewellery brands and retailers tailored consultancy support to develop their own collections made from responsibly sourced materials. Services include product design, sourcing, and production management.
Victoria shares, “Considered will make it easier for brands to transition existing product to a more responsible supply chain or develop a completely new sustainable jewellery offering. We’re offering hands-on support to future-proof your business, protect your brand’s integrity and create a new story to engage customers.”