Wal-Mart jewellery goes green

The commercial opportunities that can arise from sustainable supply chain strategies were highlighted yesterday with the launch of a new service from retail giant Wal-Mart allowing customers to track where jewellery they have bought has been sourced from.

The company said that customers buying its new Love, Earth jewellery range are able to trace the products journey from mine to store online and gain information on suppliers' environmental and social initiatives.

Pam Mortensen, vice president and divisional merchandise manager for Wal-Mart, said that the company expected the new service to appeal to customers who increasingly care about jewellery's "potential impact on the world."

The company said that the new service was the first step in a major initiative being undertaken with charity Conservation International to ultimately ensure all the gold, silver and diamonds used in the jewellery sold in its stores come from mines and manufacturers that adhere to its sustainability standards on environmental, human rights and community issues.

Under the next phase of the programme the company said it was aiming to have at least 10 per cent of its jewellery meet the standards by 2010 and also expand the number of approved suppliers contributing to the Love, Earth range.

The announcement comes just a day after the retailer announced it was teaming with the WWF to phase out the use of illegal timber in its products.