Dan Deans
Case Western Reserve University - Weatherhead School of Management
David Cooperrider
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Offering customers bridal jewelry that has a reduced environmental impact compared to traditional diamond and gold manufacturing.
Reeds Signature diamonds include documentation which specifies the exact Canadian mine of origin. Each diamond remains in Canada during the cutting and polishing process. In this way Reeds guarantees that the diamonds are conflict-free while supporting Canada’s diamond mining industry, one that claims to uphold the highest environmental and social responsibility standards worldwide. The diamonds are engraved on the girdle with a “mark of origin” matched to a Gemological Institute of America grading report to guarantee origins.
The Reeds Signature Diamond Collection is made of 100% recycled gold, created in the United States and is certified 100% recycled gold content.
Mitch Cahn, Director of Marketing & Business Development, speaks to Reeds Jewelers' desire to establish itself as ecologically and socially conscious in an industry which has not always been viewed in this light. "Reeds Jewelers," Mitch says, "is honored to introduce a diamond with the highest social and environmental standards in the world." On why Reeds has named this line the 'Signature Collection,' he says, "For the first time in our over 70 year history, we have attached our personal signature, our promise, that each diamond is proudly and entirely made in North America."
A single gold engagement ring produced from Canadian diamonds and recycled gold helps save between 5 to 20 tons of environmental waste.
Canada has the most modern and strict environmental controls in the world when it comes to diamond mining. Every diamond mine must be fully restored to its natural state once mining is complete. Workers all receive exceptional education, pay, and social benefits.
With “the only diamond ring entirely made in North America,” Reeds Jewelers’ use of responsibly sourced diamonds and recycled gold offers the environmentally and socially conscious consumer an alternative to traditionally sourced jewelry. Millennials, the largest growing consumer group in the United States, are in search of brands they can trust to do the right thing, and Reeds Jewelers, with its Signature Diamond Collection, has positioned itself as the retailer of choice for this segment.
The Canadian diamond mining process has the most complete source disclosure of any diamond available in the world today, guaranteeing that the diamonds did not fund violence or conflict in their production.
Most gold is mined in a destructive process, often using mercury and cyanide that poisons local waterways. Recycled gold already exists in the world and is collected, melted, refined, and turned into fresh bars of gold. This process reduces the world’s dependence on gold mining.
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Mitch Cahn, Director of Marketing & Business Development
