We bring this purpose to life through two impact pillars: economic opportunity and meaningful connections. 

1.
We create economic opportunities for the people who make our products. Our partnerships should create long-term economic opportunities for people in our supply chain. We therefore focus not only on the number of jobs we create, but also on the quality of those jobs, access to a living income and opportunities for development. We don't just talk about creating opportunities. We measure them and take steps to scale them up:

• We measure the amount of handwork minutes that go into each product to understand the amount of work we create. Our production currently supports 130 stable, meaningful jobs across our supply chain. Our ambition is to reach 1000 jobs.
• We listen to makers about their needs and use living-income benchmarks to assess to what extent they reach a living income. We work together with our supply chain partners towards 100% of makers earning a living income.
• We support makers with opportunities to develop skills that can strengthen their independence and future opportunities. These can be for example trainings on financial literacy and English.  
• Our long term relationships with producers are central to our approach. Our partnerships currently average eight years. We prioritize transparency, shared values, dialogue and continuous improvement and work together to increase positive social impact and reduce negative environmental impacts.

We create jewelry that carries meaning and helps people express love, support and connection through life’s celebrations and challenges. We believe that meaningful gifts can strengthen relationships and help people express emotions that are sometimes difficult to put into words. We don't just want to create connections. We spread them. 

• We share the meaning behind our materials, designs and symbols to help people choose a gift for a special moment and express love, support or connection with authentic attention.
• We aim to make products with materials that are increasingly traceable and responsible sourced. We monitor the percentage of materials that can be traced to their source and work to increase this percentage each year.
• We openly communicate about our supply chain and the origins of our materials and products. We believe transparency helps create awareness and enables more responsible choices.   
• We reach people through our products and stories. Through our network of 1,000+ retail stores and our communication channels, we share stories, meanings and moments of recognition, inspiration and connection with a broad audience.

Our purpose is not separate from our commercial activities. It guides the decisions we make across our business, including:

• Product development: creating products that carry meaning and can spark connection.
• Sourcing and purchasing: prioritizing long-term partnerships, fair buying practices, transparency and responsible sourcing.
• Supplier relationships: working collaboratively with producers to create economic opportunities and improve working conditions.
• Materials: increasing traceability and responsible sourcing.
• Communication: sharing transparent information about our products, materials and supply chain.
• Impact measurement: measuring the opportunities and impact we create and using the results to set future goals.

We use our purpose as a framework for making business decisions and measuring our progress. We regularly review our impact, identify where we can improve and set measurable goals to increase our positive impact over time.