Watch out for the polar bear at IJL!

18 May 2015

 

In order to show off its environmental credentials, Arctic Circle Diamonds will be bringing a polar bear show to the IJL catwalk at London’s Olympia on Monday September 7th.

For the first time in the 60-year history of the IJL show, the polar bear will be walking the catwalk with its Inuk trainer and Arctic Circle Diamonds Managing Director Judith Lockwood, who will be explaining how Arctic Circle Diamonds are polar bear friendly.

“The Arctic Circle ‘Cool to Care’ bear will be a big talking point at the show,” says Judith Lockwood. “But just in case you were worried about health and safety, I can assure all IJL visitors that our polar bear is perfectly safe. It is in fact a highly-realistic animatronic puppet.”

Arctic Circle Diamonds is the only jewellery brand offering fully traceable Canadian diamonds set in Fairtrade gold. Arctic Circle Diamonds are sold with a ‘birth certificate’ for each stone, which can be used by the consumer to validate and register each diamond and to show the specific Canadian mine where it was discovered.

“We know every step that our diamonds have taken and we are working to make Arctic Circle a truly responsible and sustainable luxury bridal brand,” says Lockwood.

The story of how the Canadian diamonds are mined is a fascinating one. All Arctic Circle diamonds come from one of four Canadian mines – three in the Northwest Territories and one in Northern Ontario. The mines maintain stringent guidelines to ensure that the pristine ecosystems of the Canadian Arctic are not affected by the mining activities. Controls on water use, limits on emissions and respect for wildlife (including polar bears) are integral to the operation of each mine.

“The polar bear is not only a way of showing how our diamonds are ethically mined, but it is an animal that symbolises the Arctic. Arctic means ‘Land of the Bear’ and our diamonds celebrate and symbolise the beauty of the Arctic,” says Lockwood.

The Arctic Circle Diamonds brand was recently awarded the Butterfly Mark by The Positive Luxury Group in recognition of its commitment to craftsmanship, positive brand values and environmental responsibility. By promoting the Positive Luxury interactive Butterfly trust button online and trust mark across POS material in store, prospective Arctic Circle customers can review the exact social and environmental actions that the brand has in place at the time of making their purchase decision.

For interview requests or further information please contact:
Sarah.carpin@cmj-media.com

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