How to Spot Fake ‘Sustainable’ Jewellery: Avoiding Greenwashing in 2025

As more of us become aware of the throwaway culture of fast fashion and all the waste that comes with it, brands are starting to pay attention. But not all of them are being honest about their impact.

While some are genuinely committed to making a positive change, others are simply jumping on the "sustainability" bandwagon. Buzzwords and marketing tactics are being used to greenwash their products in the hopes of cashing in on the growing demand for more ethical alternatives.

So, how can you tell if a jewellery brand is truly sustainable or if they’re just trying to look more ethical than they actually are? That’s exactly what this article is all about—spotting the greenwashing traps and learning how to make more informed, ethical choices.

What is Greenwashing in Jewellery?

Greenwashing is when a brand falsely claims to be eco-friendly or sustainable by using marketing to make themselves look more ethical than they really are. A company will slap a few buzzwords onto their products like "eco" or "green" without backing them up with any meaningful information.

In the jewellery world, this often means promoting sustainable materials with terms like recycled gold and eco-plating, or boasting about plastic-free packaging and carbon-neutral delivery—yet failing to provide any meaningful information to support these claims or address deeper issues such as unethical sourcing and wasteful production practices.

Essentially, greenwashing is about creating the illusion of being environmentally responsible to cash in on the growing demand for ethical products without actually making the necessary changes to reduce their environmental footprint.

How to Spot Greenwashing: Red Flags to Watch For

As the demand for sustainable jewellery grows, so does the number of brands claiming to be eco-friendly—whether or not they truly are. Here are some red flags to watch out for when trying to spot greenwashing in jewellery:

• Vague Claims: If a brand uses terms like “sustainable,” “eco-friendly,” or “ethical” without providing any clear information, it’s a major warning sign. These buzzwords sound impressive, but without specifics about materials, production practices, or environmental impact, they mean very little.
• No Transparency: If a brand isn’t willing to share details about its supply chain, where its materials come from, or how its jewellery is made, that’s a huge red flag. Genuine sustainable brands are transparent about their processes and happy to share where and how their jewellery is produced.
• Overuse of Buzzwords: Terms like “recycled metals,” “ethical stones,” or “carbon neutral delivery” can sound impressive, but they mean nothing without context. Does the brand explain why their metals are sustainable? Or how they achieve carbon neutrality? If these claims aren’t backed up with proof, they’re just words with no meaning.
• Certifications: Certifications can be helpful, but they’re not foolproof. For example, the Kimberley Process considers a diamond “conflict-free” only if it didn’t fund armed groups, but ignores environmental concerns and human rights abuses. These certifications are also costly, making them inaccessible to many small, independent jewellers. Rather than relying on labels, look for jewellers who demonstrate ethical practices through transparency.

What to Look for in Truly Sustainable Jewellery

When it comes to finding jewellery that is actually sustainable, there are a few things to look out for. Genuine sustainable brands will go the extra mile to be transparent, ethical, and environmentally responsible—and share that information with you. Here’s what to look for:

• Material Transparency: A truly sustainable jewellery brand will be upfront about where their materials come from. Look for brands that provide detailed information about their materials, such as recycled metals and ethical gemstones. The more transparent they are about their sourcing, the more likely they are to be genuinely committed to sustainability.
• Ethical Practices: Sustainable jewellery isn’t just about the materials—it’s also about the people who make it. Brands that are truly ethical ensure their workers are paid fairly, work in safe conditions, and are treated with respect. Look for companies that provide information about their labour practices and partner with suppliers that prioritise fair wages and good working environments.
• Sustainable Production: Pay attention to how the jewellery is made. Small-batch manufacturing, locally made products, and initiatives to offset carbon emissions are all signs that a brand is committed to sustainable practices. Brands that prioritise these practices typically have a lower environmental footprint and take more care in the production process.

How Oh My Clumsy Heart Stands Apart

At Oh My Clumsy Heart, sustainability isn’t just a buzzword—it’s our commitment. We pride ourselves on making jewellery that’s as kind to the planet as it is beautiful. Here’s how we do it:

• Made in the UK: All our jewellery is crafted in Birmingham's Jewellery Quarter using materials 100% sourced from the UK. This keeps our carbon footprint low while supporting local businesses.
• Ethical Materials: We exclusively use recycled metals and ethically sourced stones from UK suppliers, reducing the need for new mining and the environmental impact that comes with it.
• Fair Pricing: By skipping traditional mark-ups, we're able to offer high-quality, sustainable jewellery at accessible prices—proof that ethics and affordability can go hand in hand.
• Eco-Friendly Delivery: All our packaging is 100% plastic-free and recyclable. We also offer carbon-neutral delivery to ensure that our products arrive at your door with as little impact as possible on the planet.