Eco-friendlier, how?

Consciously Chosen Materials

All our jewellery is made from eco-conscious stainless steel, a material known for its durability, recyclability, and minimal environmental impact. Since our launch in 2019, we’ve made continual improvements to reduce our environmental footprint and are conscious about adding waste to the planet - and in 2023, we proudly became 100% stainless steel and fully waterproof. 

In a time when excess is everywhere, we chose to offer something that stands for less - less environmental harm and less fashion waste. Our long-lasting, tarnish-free jewellery means fewer pieces thrown away and more conscious choices made.

Why Stainless Steel?

Stainless steel is:

  • 100% recyclable

  • Non-toxic, with no harmful runoff

  • Long-lasting and resistant to rust, oxidation, or tarnishing

  • Low-maintenance, thanks to its strength and scratch resistance

  • Less allergenic than most metals (though it does contain trace amounts of nickel)

Choosing stainless steel over other materials significantly reduces environmental impact for both brands and consumers. Its durability means fewer replacements - and less waste.

Advanced, Non-Toxic Coating

Our jewellery is coated with a Physical Vapor Deposition coating - the most modern and eco-friendly finishing process available. Unlike traditional gold plating, PVD:

  • Uses no toxic chemicals or hazardous waste

  • Preserves the recyclability of stainless steel

  • Is up to 10 x thicker than standard gold plating

  • Provides a tarnish-free, waterproof, and corrosion-resistant finish

You can wear our pieces while swimming, showering, or working out - they won’t lose their shine. This not only improves longevity but also reduces the cycle of frequent jewellery disposal.

We are proud to have been the first brand in South Africa to offer PVD-coated stainless steel fashion jewellery - even ahead of international retailers with a presence in SA.

Responsible Production

While we’re based in South Africa, the specialized jewellery machinery needed isn’t available locally, so we work with carefully chosen factories in China. We've personally visited them to ensure fair and ethical working conditions. If anything doesn’t meet our standards, we stop working with them immediately.

Locally, we always hire South African individuals and companies - from our content teams to printing partners. Our orders are printed with Trophy Thermal Printers, which use ink-free technology to cut down on waste.