RJC Debuts First Marketing Campaign

By Rob Bates | September 18, 2025

The Responsible Jewellery Council (RJC) has introduced its first-ever marketing campaign, to help its retail members raise awareness about the group.

The campaign, developed in-house, includes a series of jewelry images accompanied by the words “Love responsible jewelry” and “Love responsible watches.” The materials, offered to RJC-certified retailers free of charge, come with a communications kit to help jewelers discuss sustainability with clients.

“We all understand that retailers are the front line of the industry,” RJC interim executive director John Hall tells JCK. “It makes sense that we give them some tools to explain to consumers what the RJC is about and why they’re members.

“We would like to have the RJC understood in the wider community, not just in the industry but in the consumer community,” he adds. “We see our retail members as the obvious pathway to do that. It’s more powerful for a retailer to talk to a consumer about the RJC than for us to do it because the retailers know how to talk to their customers.”

RJC — *An image from the Responsible Jewellery Council’s campaign*

While the RJC recently surpassed 2,000 members, only 11 of them are U.S. retailers—and four of those are big names (Signet, Tiffany, David Yurman, and Harry Winston). But Hall hopes that touting the RJC and its standards will entice more small jewelers to join.

“We produced this material to be useful to smaller retailers, who have less resources than the big companies,” he says. “We’d like to have greater representation from the retail community, in the U.S. particularly.”

(Photo courtesy of the RJC)