Establishing a sustainable jewelry brand can seem daunting, but it’s essential for setting a new standard of corporate responsibility in the jewelry industry. Jeanine Hsu, founder and creative director of niin, has championed this mission by turning her passion for sustainability into a globally recognized brand.
A Spark of Inspiration
Hsu’s commitment to sustainability was ignited during a transformative journey:
- After earning a fashion degree in London in 2001, she witnessed the fashion industry’s wastefulness.
- A trip to the Philippines, where she saw fishermen’s wives collecting driftwood, deepened her resolve to create jewelry from recycled materials.
“I was inspired by the community’s ingenuity and the ocean’s ability to provide rare treasures,” Hsu says. “I decided to give discarded materials new life through unique jewelry designs.”
Her early advocacy for sustainable practices faced skepticism. When she proposed using recycled gold to a mentor who designed for luxury brands like LVMH, she was met with resistance. Nearly a decade later, however, recycled and responsible sourcing became prerequisites for collaboration, proving Hsu’s vision was ahead of its time.
From Vision to Reality
In 2009, Hsu founded niin in Hong Kong. The brand has since expanded to over 30 locations worldwide, with its headquarters relocating to Bali, Indonesia, in 2022. Sustainability lies at the heart of niin’s ethos:
- All fine jewelry collections are crafted using RJC-certified recycled 18K gold.
- Materials like reclaimed wood, shell, and quartz are chosen not only for their aesthetics but also for their symbolic meaning—grounding, cleansing, and awakening the spirit.
“Every material we use has a purpose beyond beauty,” Hsu explains.
Overcoming Challenges in Sustainability
Hsu acknowledges that sustainable practices can be time-consuming and expensive, often deterring businesses. Yet she argues that designers and industry leaders have a responsibility to drive change through education and innovation.
“Sustainability won’t become the norm unless more people champion it,” she emphasizes. “As leaders, we must break free from conventional thinking and prioritize the planet’s wellbeing.”
Leading the Charge for Ethical Jewelry
Niin’s commitment to environmental and ethical practices includes:
- Using lab-grown diamonds (LGD) to minimize ecological impact.
- Ensuring transparent supply chains and traceability.
- Supporting local communities by paying fair wages to artisans and partnering with small workshops.
Their collaboration with Carat London* produced the Gentle Diamonds LGD collection, furthering their sustainability agenda. “Mining diamonds has profound impacts on energy, water, and worker welfare,” Hsu says. “We believe our customers share these concerns, which is why we now exclusively use LGDs.”
Industry-Wide Efforts Toward Sustainability
Niin’s leadership aligns with broader global initiatives:
- The Turkish Jewellery Exporters Association recently joined the Responsible Jewellery Council (RJC), committing to human rights, ethical labor, and sustainable mining practices.
- The Gemfields x Fenton collection features responsibly mined Zambian emeralds and recycled 18K white gold, setting an example for green luxury.
- Thailand’s Gem and Jewelry Institute (GIT) is launching simplified sustainability standards to support local businesses in meeting international green certification requirements.
A Call to Action for the Jewelry Industry
Niin’s journey illustrates that sustainability is achievable through persistence and collaboration. By fostering transparency, reducing waste, and promoting ethical practices, the jewelry industry can embrace a future where beauty and responsibility coexist.