Ethical has become one of the most overused words in jewellery. Almost every brand claims it, few explain it, and no single law says who may use it. That leaves you, the person spending your money, to tell the real thing from the marketing.

A genuinely responsible jeweller can answer straight questions with straight answers. Here are five to ask any jeweller before you buy: what a good answer sounds like, what should give you pause, and our own answer to each. Ask them of us too.

1. Where do your metals come from?

Listen for specifics. A good answer names recycled precious metals or a recognised standard such as the Responsible Jewellery Council or Fairtrade gold. A vague “they’re ethically sourced” with nothing behind it is a gentle warning sign, often meaning the jeweller has not looked closely at their own supply chain.

2. Can you show me the documentation for this stone?

Listen for a confident yes. For diamonds, that usually means an independent grading report from a laboratory such as GIA or IGI, which also confirms whether a stone is natural or lab-grown. For coloured gemstones, it means the jeweller can tell you what they know about origin and any treatments. A jeweller who cannot produce paperwork for a significant stone is one to be cautious with.

3. Who makes your rings, and where?

Listen for real people and a real place. Some fine jewellery is made by named workshops in the country it is sold; some is imported with little visibility of who made it, or how. Neither is automatically wrong, but a jeweller who knows exactly where and how their rings are made can tell you, and usually wants to.

4. What certifications or standards do you work to?

Listen for names, and a willingness to explain them. There is a real difference between being a certified member of a body, sourcing from certified suppliers, and working to a body’s published standards. A jeweller who understands that difference, and tells you honestly which applies to them, is one who has done the work. Be a little wary of logos presented without explanation.

5. What happens after I buy?

Listen for a relationship, not just a sale. A ring is worn for decades and will occasionally need attention: resizing, a claw re-tipped, a polish. A jeweller who offers aftercare and is honest about what it costs expects to know you for a long time. Be a little wary of anyone who promises the earth for free, since promises that sound too generous are often the first to quietly disappear.

Our standards, in plain English

In the spirit of the five questions, here are our own answers, kept to only what we can stand behind:

Ask us too

This matters most of all. Ask these five questions of every jeweller you consider, and that absolutely includes us. If an answer is ever a shrug or a change of subject, you have learned something valuable. If you have a question about any ring or stone we sell, ask us anything, by email, phone or WhatsApp. We would genuinely rather you did.

Frequently asked questions

What makes jewellery genuinely ethical?

There is no legal definition, so it comes down to provable practice: responsibly sourced or recycled metals, documented stones, a known and fair making process, and aftercare that keeps a piece in use for decades. Ask for evidence, not adjectives.

What is the difference between RJC member and working to RJC standards?

Membership means a company has been certified against the Responsible Jewellery Council's code. Working to RJC standards means following those published standards in practice without holding membership. Both are legitimate; the distinction is worth asking about so you know exactly what you are being told.

Should every diamond come with a certificate?

Any significant diamond should come with an independent grading report from a laboratory such as GIA or IGI, which also states whether it is natural or lab-grown. Smaller accent stones are often sold without individual reports, which is normal.

Are recycled metals lower quality?

No. Recycled precious metal is refined back to identical purity and hallmarked to exactly the same standard as newly mined metal. It is chemically indistinguishable.