In 2025, the customer no longer opposes “fashion” and “responsible”. She is looking for quality, traceable, repairable pieces , with a strong aesthetic and a fair price . European studies show that sustainability weighs more and more in the act of purchasing, even if the commitment can fluctuate with the economic context.
1) What consumers (really) want
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Transparency & Evidence : Where do the metals and pearls come from? What are the workshop practices? What guarantees are there? OECD standards and industry standards (e.g., RJC) provide a framework for due diligence on gold and supply chains.
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Perceived quality and durability : After the surge in luxury prices, many associate value with facts (materials, repairability, warranty) rather than the logo.
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Evidence of impact : Consumer brands like Pandora are promoting 100% recycled metals and renewable energy, setting the bar high for evidence.
2) Regulatory framework: why transparency is becoming the norm
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OECD – Minerals & Gold : Due Diligence Recommendations to Avoid Human Rights Abuses and Financial Crimes Throughout the Supply Chain.
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ESPR & Digital Product Passport (EU) : The Ecodesign for Sustainable Products Regulation introduces circularity requirements and digital product passports (DPPs) that will promote traceability, with a 2025–2030 work plan by category.
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CSRD & reporting : large companies are already publishing 2025 reports; adjustments are under discussion (“omnibus simplification”) and a voluntary standard for SMEs was recommended by the Commission in July 2025. Even if not subject, small companies benefit from structuring their data (materials, suppliers, guarantees).
3) French craftsmanship: a natural response to responsible luxury
Small workshops, controlled production runs, carefully selected materials, and repair options: craftsmanship ticks the boxes for sustainability without sacrificing style . Fashion/jewelry brands that successfully combine aesthetics with circularity (e.g., recycled metal collections, take-back programs) show that desirability and responsibility can coexist—and appeal massively.
At La Maison GISEL B.
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Positioning: affordable luxury , made in a French workshop , 24-carat gold-plated brass parts (3 microns) , cultured pearls , careful finishing, 2-year warranty .
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Promise: jewelry with character that lasts and can be repaired (e.g. after-sales service, plating restoration when appropriate), with a clear maintenance and spare parts policy (clasps, chains, sleeper earrings).
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Transparency: product sheets detailing plating thicknesses , pearl dimensions , and the origin of the findings
4) Concrete traceability: how to set it up (even for an SME)
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Map the chain (direct → indirect suppliers) and document metals, findings, beads, stones. Use OECD guidelines (upstream/downstream) and resources from the Responsible Minerals Initiative .
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Require supporting documentation : declarations of conformity, recycled content, ethical policies, electrolysis/plating certificates.
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Standardize data today by thinking about DPP : standardized material sheet (composition, origin, repairability, end of life).
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Communicate without greenwashing : avoid vague claims (“eco-responsible”, “positive impact”) highlighted by ARPP/ADEME ; prefer figures, proof, limits.
5) Lasting quality: what reassures and converts
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Technical specifications : plating thickness (e.g. 3 microns ), type of varnish, durability tests, maintenance advice.
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Repairability : availability of parts (chains, clasps, rods), re-gilding service , polishing.
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Clear warranty (24 months) : what it covers (normal wear and tear vs. defect), deadlines and simplified steps.
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Price transparency : explain the fair price (material, workshop time, after-sales service).
This evidence speaks to customers who are increasingly attentive to the quality/value ratio , in a context where luxury is scrutinized for its real quality and its commitments .
Conclusion: beauty that lasts over time
Desirability + proof — it's the new luxury. To win the hearts (and trust) of consumers: talk about materials, assembly, repairability, and warranties ... and show it without hyperbole . OECD/EU frameworks are already pushing the industry toward greater traceability : we might as well get ahead and turn it into a competitive advantage .