As Green as Can Be

We’ve been giving it a lot of thought and have decided that although we plan to be an eco-friendly and ethical business, we should take a more modest approach to our communications. This is because our initial brand strategy was based on our initial business plan, which involved pushing the boundaries of sustainable business. Although this intention hasn't changed, we are now far enough into the project to know that as hard as we try, we are not able to tackle all of the environmental issues immediately. Therefore, referring to our product is as earth-friendly or eco-friendly jewellery would be somewhat misleading. We will therefore be explaining to our customers, what we are, and what we are not doing in environmental terms, but not over selling it because we know we have a long way to go. This has inevitably meant that we need to change our slogan, which we’re thinking of changing to ” yummy, handmade jewellery”. By replacing ‘earth friendly’ with ‘handmade’, we are using a more straightforward, factual term that implies quality, has a reference to good food, and which is less likely to alienate mainstream consumers.