Consumer are a savvy lot, ever more educated about the products they buy and determined that their buying habits reflect their priorities and belief. As consumers have grown more concerned about environmental sustainability, they are now seeking products that help them express their commitment to that cause. The trend toward natural and green products has now expanded to nearly every product category, from cars to food to cosmetics and jewelry.

In 2013, the non-consumable natural product market grew to over $60 billion, and has shown nearly 10 percent annual growth. Seeking to take advantage of this expanding market is not a cynical ploy but a smart business decision for jewelers. Thus, more and more jewelers offer “green” options, meeting the needs of consumers, particularly Millennials, who are concerned about conflict stones, mining practices and ecological impact. These include certifying that diamonds are not conflict stones, offering lines made from recycled metals and stones, and even launching resale businesses.

At The Kingswood Company, we are dedicated to environmental sustainability in our own , so are understanding of the mindset of consumers looking to make environmentally conscious purchasing decisions. We developed our Natural Jewelry Cleaner to help jewelers meet these consumers’ needs. This formulation, launched in 2014, is all-botanical, hypoallergenic, non-toxic and has received an EPA Listing.

According to research by the International Institute for Sustainable Development, most consumers are sincere in their intentions to commit to a greener lifestyle, but look for ways to make changes that are relatively easy and don’t require major sacrifice. Jewelers can appeal to these buyers by offering them a jewelry cleaning product that they feel good using and which reflects their belief system in a positive way.