SUSTAINABILITY & GREEN CLAIMS POLICY
1. Purpose of This Policy
This policy sets out how De Vere Brilliance Limited (Trading as De Vere Brilliance) (“we”, “us”, “our”) makes, substantiates, and monitors environmental and sustainability-related claims in our marketing, communications, and product descriptions.
We are committed to complying with:
The Competition & Markets Authority (CMA) Green Claims Code.
The Advertising Standards Authority (ASA) CAP Code.
Relevant UK consumer protection and trading standards legislation.
2. Scope
This policy applies to:
All marketing materials, product descriptions, and website content.
All environmental claims made by employees, contractors, or third-party marketing agencies on behalf of De Vere Brilliance Limited (Trading as De Vere Brilliance).
All public-facing sustainability reports and communications.
3. Principles for Making Environmental Claims
All sustainability and environmental claims must be:
Truthful and accurate – no exaggeration or omission of material facts.
Clear and unambiguous – no vague terms (e.g., “green”, “eco”, “sustainable”) without explanation.
Substantiated with evidence – documentary proof, certifications, or independent audit trails must exist before claims are published.
Fair and meaningful – benefits must not be overstated or presented in a misleading context.
Up to date – claims must be reviewed regularly and withdrawn if they are no longer accurate.
4. Substantiation of Claims
4.1 We only state that our laboratory-grown diamonds are created using renewable energy where our suppliers provide verifiable evidence (e.g., energy certificates, ISO audits, or sustainability reports).
4.2 We only use the term “carbon neutral” or “climate positive” if supported by a credible carbon accounting framework (e.g., PAS 2060) and verified offsetting.
4.3 We retain documented evidence for all environmental claims made, available on request by regulators or stakeholders.
5. Limits of Our Claims
5.1 We acknowledge that while laboratory-grown diamonds may have a lower environmental footprint than mined diamonds, they still require significant energy.
5.2 We do not claim that our products are “zero impact”, “100% sustainable”, or “environmentally harmless”.
5.3 Where sustainability is partial or limited to a certain stage of the supply chain, we make this explicit.
6. Precious Metals & Supply Chain
6.1 All precious metals used in our jewellery are hallmarked and, where applicable, sourced from suppliers who demonstrate compliance with Fairmined, Fairtrade, or equivalent ethical sourcing standards.
6.2 Claims relating to ethical or sustainable sourcing of metals are only made if supplier certification is current and auditable.
7. Packaging & Logistics
7.1 Our packaging materials are selected to minimise environmental impact (e.g., recyclable or FSC-certified materials).
7.2 We only claim packaging is recyclable where local recycling facilities for those materials exist.
7.3 We disclose if packaging contains non-recyclable components.
7.4 Delivery and logistics partners are assessed for carbon efficiency, but we only make claims (e.g., “carbon neutral delivery”) where backed by evidence.
8. Monitoring & Review
8.1 All marketing content is reviewed by management before publication to ensure compliance with this policy.
8.2 We conduct annual reviews of environmental claims to ensure accuracy.
8.3 Employees and contractors are trained on the Green Claims Code and ASA rules.
9. Enforcement & Accountability
9.1 Any breach of this policy by staff or marketing agencies may result in disciplinary action or contract termination.
9.2 We cooperate fully with investigations by the CMA, ASA, Trading Standards, or other regulatory authorities.
10. Consumer Transparency
10.1 Consumers are entitled to request further information about the basis of any environmental claim made by us.
10.2 We commit to responding to reasonable information requests within 28 days.
11. Policy Review
This policy will be reviewed annually or sooner if legislation, ASA rulings, or industry best practice changes.
12. Contact Us
For questions about our sustainability and environmental claims, please contact:
De Vere Brilliance Limited (Trading as De Vere Brilliance)
Email: hello@deverebrilliance.com