Sustainable consumption and supply chain transparency in emerging jewelry brands

Abstract

This paper explores the ways in which new jewelry brands, based in the U.S., incorporate sustainable consumption and supply chain transparency and the impact that these initiatives have on consumer trust, consumer loyalty and readiness to pay a premium. This study used a convergent parallel mixed-methods design and combines qualitative case studies of five sustainability-focused brands (Brilliant Earth, Vrai, Soko, Do Amore and Mejuri) with quantitative survey data from 200 U.S. consumers aged 20-45. Thematic analysis of brand communications revealed three key sustainability themes: ethical sourcing, digital transparency and eco-friendly packaging. Survey results showed that conflict-free diamonds, recycled metals and digital traceability were the most valued features. The regression analysis has proved that digital transparency has a strong positive correlation with consumer trust and disclosure of ethical practices has a strong positive correlation with willingness to pay the premium. The results emphasize the fact that transparent sustainability is not just a brand booster but a necessity of the market. The cost-effective traceability tools, certifications and storytelling can be used to create competitive advantage in the values-driven U.S. jewelry market by emerging brands.