In early 2020, the British company D&M Jewellery Finishers Ltd signed up to a revolutionary new service for the gold sector: Fairmined gold plating.
In doing so, D&M Jewellery Finishers Ltd has become the first company of its kind in the world, to access Fairmined gold, making its use possible for a wider range of products.
Only a few months after this announcement, the first Fairmined gold plated coin was launched by the London Mint Office. Since then, dozens of fine jewellery collections have been plated using Fairmined gold and other alloys, to give more possibilities to jewellery brands.
A year after the launch of this business line, we interviewed Dean Johnston, Director of D&M Jewellery Finishers Ltd, to ask about his experiences with Fairmined. D&M is now pleased to provide a Fairmined plating service in Europe and the UK.
Alliance for Responsible Mining (ARM): Why do you believe in Fairmined?
Dean Johnston (DJ): The word belief is a great word, and believing in Fairmined constitutes having a mindset towards doing things better. Fairmined is making a big change in the world of supplying clean and ethical gold, and D&M Jewellery Finishers want to make that change too. We want everyone to believe in an ethical and transparent supply chain.
ARM: How has your experience with Fairmined been since your decision to implement the first Fairmined gold plating service?
DJ: Our experience has been great, and managing to introduce Fairmined gold plating into the electroplating market has been really successful. Even during the pandemic, we still managed to rise to the occasion. Having key partners that believe in the Fairmined label was our key to getting the service established.
“Having key partners that believe in the Fairmined label was our key to getting the service established.” Dean Johnston, Director of D&M Jewellery Finishers Ltd.
ARM: What challenges have you faced?
DJ: There have been some small challenges we have faced as of course: the pandemic being the main issue, but we managed to work around it, keep planning ahead and keep our partners happy with Fairmined gold.
ARM: What are the main benefits of using Fairmined materials for your company and clients?
DJ: The main benefit for using Fairmined materials is the huge change in limiting our normal use of gold potassium cyanide, it’s bound by a strict ‘chain of custody’ procedure but not as transparent a process. Fairmined is completely transparent, and has a great code of conduct that allows you to trace your gold right back to the area and miner. For our clients, it is a unique and important way of knowing where their gold comes from.
"FAIRMINED HAS BEEN A GREAT BENEFIT, AS BELIEVING IN ETHICAL GOLD MEANS IMPROVING MINERS’ LIVING CONDITIONS AND ENVIRONMENTAL PRESERVATION."
Dean Johnston
ARM: How’s the sales performance going for Fairmined plating, and what’s your balance a year after launching the first Fairmined gold plating service?
DJ: On a sales performance level Fairmined has been a great benefit, as believing in change and ethical gold means improving miners’ living conditions, and environmental preservation.
Overall, I think we need a year clear of the pandemic to really help our key customers and new customers, take that step to embrace Fairmined, before we can really see the big picture.
So far at D&M, we have used over 6 kilos of Fairmined gold in our plating lines and are now placing our next order. Our clients have contributed to generating $ 24,000 USD to the Fairmined premium, which is a great start.
We hope to do more in the years to come because we know that every gram counts!
D&M JEWELLERY FINISHERS LTD IN COLLAB WITH JEWELLER ALEX MONROE, A COLLECTION MADE WITH FAIRMINED GOLD
