Line of Earth-friendly jewelry as good as gold

By Janet Forgrieve, Special to the Rocky

Tuesday, July 15, 2008

Consumers wondering how much the bangles on their wrists cost the Earth and its inhabitants have a new way to begin finding out, with the introduction of Wal- Mart's Love, Earth jewelry line, created with gold from Denver- based Newmont Mining Corp.

Owners of Love, Earth's collection of gold and silver pendants, earrings, bangles and beads may log on to loveearthinfo.com.

The site will let them trace their pieces backward, from Wal-Mart to the manufacturer to the mine where the metals originated, including Newmont's gold mines in Nevada.

"This creates an opportunity for consumers to make a choice in the type of jewelry they will purchase," said Newmont spokesman Omar Jabara. "In a sense it's a test to see if there's a demand for jewelry that's traceable and sourced from facilities and operations that abide by certain standards."

How much gold Newmont and another supplier, Rio Tinto, will provide depends on customer demand for the finished products, Jabara said.

Last year, Newmont's Nevada mines produced more than 2 million ounces of the precious metal.

In evaluating Newmont's operations, Wal-Mart paid close attention to several areas, Jabara said, especially when it came to how water and chemicals such as cyanide were used, managed and stored.

"They also looked at employment practices, to ensure we're not using child labor, ensure we have strong, nationally recognized safety standards in place, and ensure we have a good safety record," he said.

The new jewelry initiative relies largely on suppliers self-reporting on everything from chemical use and disposal to how much they pay their workers, with the eventual goal of ensuring a more responsibly produced jewelry supply.

"What's significant is their goal," said Assheton Carter, senior director of business policies and practices for Conservation International, a nonprofit environmental advocacy group that's advising Wal-Mart on the initiative.

Several mining industry groups have formed a group called the Initiative for Responsible Mining Assurance and are working to create a third-party certification program, but that's likely still at least a year away, Carter said.

"What I like about the whole traceability aspect is it's opening up accountability to consumers," he said. "They can see where their jewelry comes from and what the standards are. It's indicative of a new trend of democratization in the business."

Pieces available at Wal-Mart are made of 10 karat gold and sterling silver, with prices ranging from $28 to $98. The slightly more upscale Sam's Club collection features sterling silver and 14 karat gold for sale from $60 to $220.

From mine to market

With the new Love, Earth jewelry line, Wal-Mart Stores Inc. says it is taking steps toward its goal of ensuring that 100 percent of the jewelry it sells is made from gold, silver and diamonds from mines and manufacturers that meet the company's sustainability criteria. Denver-based Newmont Mining Corp. is one of two companies providing gold and silver for the pilot program.

Principles for suppliers of Love, Earth jewelry:

* Continual improvement of health and safety performance

* Efficient production and minimization of waste

* Safe disposal and management of hazardous materials

* Respect for the rights of individuals, indigenous peoples and communities

* Respect for employee rights regarding safe working conditions and terms of employment * Contribution to the sustainable development of communities affected by operations

* Compliance with applicable laws, regulations and treaties at international, national, state and local levels