Published May 21, 2010
The role of ethics in fine jewellery
Local brands are winning acclaim internationally for their contribution to sustainable business. BT speaks to three who are leading the march to a better future
By MELISSA LWEE
CHOO YILIN ARTISAN JEWELLERY
Fulfilling the green criteria: Ms Choo's coral-inspired jewellery comprises coral forms done in reclaimed sterling silver that pay homage to the beauty of coral and at the same time raise awareness of why organic coral should not be used.
'I have a friend who did a survey as to whether people in Singapore would pay more for green or socially-responsible products, and the answer was mainly no. Instead, they would pay more for a nice design,' she says with a sigh. 'So for the moment, unfortunately, it is true that it is Westerners who are more willing to pay for sustainable products.' But, she adds: 'I think it's only a matter of time for Asians to become as interested as their Western counterparts. It just requires a lot more awareness and support.'