Sustainability Demands: What Jewelry Customers Really Want in 2025

“Sustainability” sounds like another industry buzzword. But it’s become much more than that. Nearly 65% of millennials and Gen Z customers are willing to pay more for sustainably sourced jewelry, and they’re not just talking about it — they’re demanding it. 

Today’s customers care about environmental impact and ethical practices. If they’re paying premium prices, they expect transparency about sourcing and production. You need to know more than just the 4 C’s — you may have to answer tough questions about where your gold was mined and whether your diamonds are truly conflict-free.

In this blog, you’ll learn what sustainable jewelry really means to today’s shoppers. Jewelry industry expert Nick Gurney shares insights on the practical challenges jewelry store owners face with sustainability efforts. Plus, get guidance on meeting these demands without hurting your margins.

Let’s dive in.

5 Sustainability Demands From Jewelry Customers (& How To Meet Them)

“Sustainability is a noble goal. We only have one planet, and customers know it,” says Gurney. “But shifting your jewelry business takes time, money, and effort. You’ll also face vendors who talk about sustainability but can’t back it up, or worse, forge documents.”

Even if you do your due diligence and still get misled, customers don’t care. They hold you accountable and take their business elsewhere, often to competitors offering lab-grown diamonds (with the right credentials).

Here are the five areas customers care about most, along with the real challenges they create for jewelers.

Related Read: 7 Effective Sales Tactics To Sell Lab-Grown Diamonds

1. Ethically Sourced Materials

Customers want assurance that their jewelry didn’t fund armed conflicts or exploit workers. Their concern goes beyond diamonds — extending to responsibly mined gold, silver, and colored gemstones.

The Kimberley Process aims to ensure conflict-free diamonds but has limitations. It doesn’t address forced child labor or practices related to other gemstones. For example, over 90% of rubies come from Myanmar, where child labor is common.

Though you can’t rely solely on lab-created stones because many buyers still want natural gemstones. Be honest about what you can verify and confident in your alternatives, rather than relying on excuses or uncertainty.

What customers ask:

• “Where did this gold come from?”
• “Are these diamonds conflict-free?”
• “Can you guarantee the gemstones weren’t mined using child labor?”

The challenge: Ethical materials cost 10–15% more, suppliers are limited, and proper documentation is required.

How to handle it: Start with a few certified suppliers, focusing on bestsellers. Train top salespeople to explain the value of ethical sourcing and recommend verified alternatives. Keep certification documents accessible so customers can do their own research.

2. Transparent Supply Chains

Customers expect to trace materials from mine to showroom. They want certifications and proof at every step. Transparency builds trust and supports informed purchasing decisions.

But many suppliers don’t provide detailed records. Tracking documentation for every piece at once is unrealistic — especially as inventory grows.

What customers ask:

• “How do you verify your suppliers?”
• “Can you trace this piece back to its origin?”
• “What certifications do you have?”

The challenge: Limited supplier data makes full tracking difficult. Trying to verify every item at once can slow operations and create gaps.

How to handle it: Use your point of sale (POS) system reports to identify higher-value pieces or bestselling categories. Start by tracing and documenting those items. You can also watch which pieces prompt the most customer questions — let your shoppers guide your priorities.

Partner with suppliers who provide verifiable records and organize certifications in a simple digital system. Train staff to confidently share the information customers want.

3. Recycled Materials

Recycled gold and silver offer the same quality as newly mined metals, with a smaller environmental footprint. Many customers enjoy the story behind recycled materials, but not all buyers prioritize sustainability.

What customers ask:

• “Is this recycled gold?”
• “What’s the environmental impact compared to newly mined materials?”
• “Do recycled metals affect quality or durability?”

The challenge: Some alloys or colors of recycled metals are limited. Documentation can be complex, and educating customers takes time.

How to handle it: Highlight bestselling pieces, like wedding bands and everyday jewelry. Use simple comparison sheets to show environmental benefits and quality parity with traditional metals.

4. Fair Labor Practices

Customers care that miners, craftspeople, and factory workers receive fair wages and work in safe conditions. Most precious metals and gemstones come from countries like Myanmar, Colombia, and India, where local regulations may be weak or enforcement limited. Trying to regulate practices in these regions can quickly become a political rabbit hole.

What customers ask:

• “Are workers paid fairly?”
• “What are the working conditions like?”
• “Do you support artisan communities?”

The challenge: Verifying labor practices globally is difficult. Fair trade certifications help, but they add cost and complexity. Suppliers may not share all the information you need.

How to handle it: Choose suppliers with established fair trade or labor certifications. When available, feature community impact stories. Be honest about what you can verify, and avoid pushing the topic on customers who aren’t asking.

Related Read: How Do Jewelry Stores Get Their Inventory? 7 Insights

5. Environmental Impact

Some customers want jewelry that minimizes environmental harm, including water use, land restoration, and carbon footprint. Others prioritize price or convenience, so don’t overhaul your inventory unless demand supports it.

What customers ask:

• “What’s the environmental impact of this piece?”
• “Do you offset carbon emissions?”
• “How much water was used in mining this gold?”

The challenge: Environmental impact data is complex and often unavailable from suppliers. Customers want specifics that require research.

How to handle it: Partner with suppliers who prioritize environmental responsibility and can provide clear impact data. Focus on measurable benefits, like using 50% less water than traditional mining.

Your Step-by-Step Action Plan To a Sustainable Jewelry Business

Not every customer prioritizes sustainability. Take John, for example. He came in on his lunch break looking for a last-minute gold necklace for his wife for Mother’s Day. He cared about price and convenience — not a 20-minute discussion about sustainably sourced diamonds. And that’s okay. You don’t have to fix the entire supply chain or be perfect. Doing your due diligence and being transparent is enough.

“Focus on the vendors and products your customers ask about most,” says Gurney. “You don’t need to overhaul your entire inventory at once. Start small, document carefully, and let the data guide your next steps.”

Here’s a step-by-step approach to make sustainable practices manageable, effective, and flexible over time.

Week 1–2: Research & Assess

• Evaluate your inventory and identify pieces that generate sustainability questions.
• Research two to three suppliers who specialize in ethical, recycled, or traceable materials.
• Check certifications, request documentation, and review supplier reputations to ensure claims are legitimate.
• Track sustainability features in a simple spreadsheet.

Tip: Perfection isn’t required. Focus on what you can control, and be honest with your customers.

Month 1: Start Small

• Order a small selection of sustainable pieces in bestselling categories, such as wedding bands, engagement rings, or everyday earrings.
• Train your team on the basics of sustainable jewelry, and practice answering common questions.
• Focus discussions on interested customers, letting others — like John — shop efficiently without lengthy explanations.

Month 3: Expand & Document

• Add more sustainable options based on customer response.
• Create simple documentation systems for certifications and sourcing information, so staff can quickly provide proof when asked.
• Develop concise educational materials for shoppers who care, without overwhelming others.

Tip: Use sales reports to identify which pieces generate the most sustainability questions.

Month 6: Scale Up

• Analyze which sustainable pieces performed best, and expand those categories.
• Consider adding recycled metals or fair trade gemstones.
• Track sustainability-focused inventory separately, and vet new suppliers carefully before adding them.

Ongoing: Adjust & Evolve

Practices change over time. If you discover a supplier isn’t meeting standards or a better option emerges, adjust your approach confidently. Every improvement — no matter how small — builds trust with customers. Sustainability is a journey, and doing your best while staying practical and honest is enough.

Turn Sustainability Into Sales With Jewel360

Keeping track of sustainable jewelry can feel overwhelming. Jewel360 is an inventory management and POS system, built specifically for jewelers, to help you stay organized and confident.

Here’s how it supports your sustainability efforts:

• Store vendor and supplier info along with certifications, sourcing details, and renewal dates so you can answer customer questions quickly.
• Track which sustainable pieces are selling best to focus on what matters most.
• Keep all product and supplier data in one place — no more hunting through spreadsheets or paperwork.
• Manage your inventory and supplier info from anywhere, so you can spend less time on routine checks.
• Keep everything in one system, making it easier to stay on top of both sales and sustainability.

Our cloud-based software doesn’t create sustainable jewelry, but it gives you the tools to track, verify, and share responsibly sourced products. You can focus on the vendors and products that matter most, being honest and transparent without overcomplicating your business.

You can also explore your inventory with Jewel360’s Metal Pricing Calculator to support your day-to-day pricing and management decisions. See how you can turn sustainability into sales by trying Jewel360 today.