Wild Cloud’s sustainable earrings are made from bamboo and feature popular coastal icons.
Consumers have become increasingly environmentally conscious, and many seaside retailers are responding to this by offering products that are made from recycled or upcycled materials or products from companies giving back and supporting ocean conservation and sea life. This trend transcends into jewelry with a variety of companies supporting conservation causes through the jewelry-making process or through charitable donations.
The Beach and Back recently partnered with Repurpose Recycling, making a “half pound promise” to collect and recycle a half pound of ocean plastic for every product sold. Similarly, Wellington Michael Collection has partnered with TerraCycle Global Foundation to ensure that for every piece of jewelry sold, one pound of trash is removed from rivers, canals and oceans. Other companies are also well known in the industry for their fair trade practices and conservation efforts, including Pura Vida, Nica Life and 4Ocean.
“By using natural beach sand and the finest quality materials, our handcrafted designs capture the beauty of the beach while helping to keep it clean for generations to come,” says The Wellington Michael Collection Co-Founder Ryan Dedola.
Coastal customers tend to prefer minimalist and dainty designs that incorporate natural elements, according to Dedola. “Eco-friendly materials and sustainable production methods are also important considerations. Ocean-inspired patterns like waves and marine creatures are always in style. Overall, customers value jewelry that evokes a meaningful connection to the beach and supports its preservation.”
Dedola is also co-founder of Virtu Made, a brand whose products symbolize the harmony between humankind and nature. Its line of bracelets are made out of colorful textiles by artisans in Bali and feature a stainless steel charm with Virtu Made’s logo, with the V and M resembling waves. Each product Virtu Made sells also removes a pound of ocean-bound plastics from waterways.
Crafted for conservation
Dune Jewelry is also doing its part. The Boston-based jewelry company that uses earth elements to create experiential jewelry pieces has donated over $250,000 to Coastal Preservation and other charitable organizations over the past five years.
And Wild Cloud, a San Diego-based sustainable, women-owned and operated brand, crafts its earrings from eco-friendly bamboo.
Jewelry sold by The Wellington Michael Collection helps keep beaches clean.
“We offer unique and modern designs which help restore our ecosystems,” says Founder Victoria Britton. “In addition, we plant a tree for every product sold and have contributed to 17,001 trees in two years through our partnership with Trees for Our Future.”
Ciao Bella Jewelry donates part of the proceeds from its Ocean Waves Collection to help protect marinelife and ecosystems. The company’s pendant necklace and sterling-plated cuff bracelets are bestsellers.
“We use sand and resin art to create these designs,” says President and Designer Michelle VanBibber. “We are seeing a trend from our coastal customers in products that give back or have meaning.”
Dawn Lombard’s glass and metal jewelry uses 100% recycled copper on all of its enamel work. “Simple pendant necklaces are on trend right now,” she observes.
Melissa Lew uses eco-friendly materials in her jewelry designs, including bamboo and stainless steel, as well as the packaging, with cards printed on recycled stock featuring vegetable-based inks. “Our shared love for the ocean means conservation awareness,” says Lew.
“There is a greater awareness around buying made in the USA and eco-friendly products.” — Robert Sylvester, Cork Tree Designs
Her sea turtle and flamingo designs are her bestsellers. This year she is introducing baby sea turtle and starfish designs.
Colorful beaded bracelets and brushed gold bead bracelets are among the sustainable creations of Seaport Sweetheart Designs.
“We thoughtfully design and create every piece in our coastal Virginia studio using recycled glass, sustainable metals and other globally sourced materials with unique textures and finishes,” says Owner Emily Pratt. “Retailers and their customers love mixing and matching bracelets.”
Paying attention
Robert Sylvester, designer for Largo, Florida-based Cork Tree Designs has observed, “There is a greater awareness around buying made in the USA and eco-friendly products.”
Eco-friendly jewelry is available from Melissa Lew.
He says his coastal retail customers do well with cork jewelry. “The natural beauty of cork material combined with the interesting story about the cork tree enables the retailer to engage with the customer to share the cork tree story and create an interesting buying experience to provide the buyer with a unique gift.”
The company’s nautically-themed charm bracelets with ceramic beads, and its fishhook bracelets are popular. Nature-themed necklaces with turtles, dragonfly, whale tails, crab, fishhook, starfish and wave designs also are a hit.
“All of the jewelry does very well because the cork integrated with beads and other media seem to resonate with the customer,” Sylvester says. “There is something about cork that inherently correlates with the surf and sand.”
Offering jewelry that uses eco-friendly and upcycled materials can add to the sentimental reasons customers decide to buy a piece of jewelry. Knowing their purchase is helping to preserve the coastal areas they love can be a great selling point.
