We'll admit, when it comes to either "socially responsible" or "fashion conscious," Wal-Mart isn't the first company that springs to mind. A new jewelry initiative by the masters of cheap, however, has us uttering a mea culpa.

While it seems everyone is marketing something "green" (dedicating proceeds to environmental causes, crafting "earthy" designs, anyone?), Love, Earth jewelry, a new line for Wal-Mart by manufacturer Aurafin, attempts to make it more practical, allowing consumers to trace where their jewels originate.

After purchasing a Love, Earth piece, consumers can enter a code on the brand's Web site (which is green to the max, by the way, with crunchy models and various environmental "tips") and find a breakdown of the manufacture, including a map showing the journey of the materials and links to various mining companies.

The jewelry itself is the usual Wal-Mart basic fare and the tracking is a nifty feature. JCKstyle found it difficult to find the actual proof of eco-consciousness on the part of mines identified (specifically, how they minimize their environmental impact) but the site does outline the criteria Wal-Mart uses in sourcing for this collection (companies committed to sustainable development and human rights, for example).

Love, Earth includes two collections: silver and 10k gold for Wal-Mart, and silver and 14k for Sam's Club. According to the site, Love, Earth is the retailer's first step toward a goal of having all its jewelry be environmentally friendly. Given the breadth of their distribution, the move both foretells a coming wave of greater public awareness of "green" initiatives, and signals the growing importance of socially responsible practices.

Weekly Gem
After the fire that destroyed Neil Lane's longtime offices, the Tinseltown darling has relocated to temporary headquarters at 9201 Sunset Blvd. in West Hollywood, Calif. Lest any starlets in need of sparkle not be able to find him, Lane will be in this location until new permanent digs open at 708 N. La Cienega Blvd.

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