When it comes to buying something like gold jewelry, we often think of it as an investment piece — a high-quality item designed to last forever. AmaraGold is a Massachusetts-based company that decided to take a stand for the environment by launching a line of upcycled gold and silver jewelry using a new technology that actually increases the performance of the precious metals.
Amara’s entire process is eco-friendly from start to finish, down to the packaging. They are not just using recycled, un-mined gold but are also using processes that do not cause harm to the environment at any step during production. Their U.S. facility recently became ISO140001-certified, something the company refers to as “a big deal in the antiquated fine jewelry industry.”
The recycled precious metals that the brand uses are sourced from Ohio Precious Metals and from the company’s own internal resources, all with third-party audit verification. Richard Powers, CEO of Cookson Precious Metals, owners of AmaraGold, says: “The Jewelry Division of Cookson Precious Metals is supported by 150 years of heritage in American fine jewelry craftsmanship. But the company has always had an enlightened approach to business. We believe in innovation, quality and ethics. With all of the changes happening in our industry right now, taking this next step to become ISO14001-certified and create the eco-friendly AmaraGold brand was a natural progression for the company.”
Amara believes in total transparency and each piece bears a “Certificate of Authenticity” by a third-party auditor that ensures every piece of Amara brand jewelry is made from 100% recycled gold.. The origin of the fine grain gold and silver used to create each and every piece of jewelry that bears Amara’s brand trademark can be authenticated.
Amara gold jewelry is sold exclusively online, which may seem strange when it comes to fine jewelry. Richard Powers feels exactly the opposite. “The brand wanted to invent a new sales platform for gold jewelry that would offer true value to the consumer. Due to the high prices of gold right now, many retailers are offering lower quality product (such as gold-plated jewelry or lower karat values) or have abandoned the gold category entirely. We decided to go in the opposite direction and aim for higher quality, but also build a closer relationship to educate our customer about gold jewelry. Because AmaraGold receives daily feedback from its consumer via its online platform, the brand is able to connect to their real desires and react in real time. In our research for the launch of this brand, the consumer told us that eco-friendly change is important to them right now. So we made the investment to be able to provide what they were asking for.”
The company’s goal in creating and launching the AmaraGold brand was to approach their exclusive jewelry collection as conservators, making something that will stand the test of time. The name speaks to that commitment as well, Amara is the short form of the Latin word Amarantha, which means unfading. Gold can be recycled over and over but, like true style, it never loses its luster.