The Rock Hound lands in LMC x Selfridges
THE ROCK HOUND LANDS IN SELFRIDGES AS PART OF LA MAISON COUTURE ETHICAL FINE JEWELLERY POP-UP & SUSTAINABILITY INITIATIVE IN COLLABORATION WITH SELFRIDGES
FOR THE DURATION OF EARTH MONTH - APRIL 2022 - CLOSING 1ST MAY
The Rock Hound has been selected as part of the prized line-up of just nine ethical and sustainable jewellery brands curated by La Maison Couture for their jewellery pop-up in collaboration with Selfridges Project Earth.
La Maison Couture is showcasing a selection of pioneering sustainable brands in the prestigious Oxford Street flagship between the 4th April and 1st May 2022, championing positive-impact labels, to help promote transparency, responsible production and better-informed purchasing.
Visitors and customers will find The Rock Hound’s new collection ‘Feeling Druzy’ on sale for the first time – a collection for which Smither won Bronze at The Goldsmiths’ Craft & Design Council Awards (known as the Jewellery Oscars) during Fairtrade Fortnight this past March 2022. The brief was to ‘highlight the fragility of our environment and the beauty of nature as we turn our thoughts and practices towards achieving a Net Zero future.’
The collection recreates natural Druzy Quartz in solid metal, meaning the eye is focused on the delicate crystal form; Susi then adds her trademark flash of colour to the edge with nano-ceramic, giving the pieces a very modern twist. Other collections on sale as part of the pop-up are firm Rock Hound favourites, GoldRush and RockStars.
The Rock Hound is the proud holder of a Fairtrade Gold licence. Since 2015 The Rock Hound searched worldwide for artisan lapidaries and gemstone sources which match their ethos of using only responsibly sourced, raw materials.
Susi commented "I was really impressed that LMC x Selfridges wanted me to submit my Fairtrade certificate - they’re not only curating sustainable pioneers but they are making it easier for conscious consumers to shop by verifying our ethical claims."
Smither previously won Bronze in Technological Innovation with her brand The Rock Hound at the GC&DC back in 2017.
Situated in the heart of Selfridges’ Luxury Accessories Hall, the pop-up sits alongside other international luxury brands, such as Dior, Prada and Hermes.
Selfridges has introduced four easy to understand labelling categories as part of the Project Earth edit, such as: ‘for communities’ and ‘for nature’, to help customers shop with greater ease and enable them to make more informed sustainability choices. Customers can feel confident in knowing where their jewellery comes from and how it was made.
La Maison Couture’s founder Tania McNab only gravitates towards contemporary and niche designer jewellery brands, that have responsible sourcing and sustainability at their core. This alignment between La Maison Couture and Selfridges, has sustainability commitments underpinning everything it does. “Being part of the Project Earth edit at Selfridges is a great opportunity for La Maison Couture. We are pushing the boundaries to source and promote new global brands with sustainable focus. These responsible jewellery designers, using ethically sourced or recycled materials, have a positive impact on social and environmental change. They, and we, are using jewellery-making to change lives in communities and to encourage us to re-think the way we shop.” Tania McNab, La Maison Couture founder.
La Maison Couture is a multi-channel retail platform showcasing sustainable fine jewellery, responsible jewellers and emerging brands committed to social and environmental change. A platform that has the power to reassure customers that they are purchasing meaningful pieces from brands that only have a positive impact on our planet’s people and resources.
Selfridges launched its Project Earth initiative in 2020 following over a decade of retail activism - from banning fur in 2005 to phasing our plastic-based cosmetic glitter in 2021. Project Earth is built on three themes – driving a transition to more sustainable materials, exploring new business models, and challenging the mindsets of partners and customers as well as staff – Project Earth is underpinned by science-based targets as the store looks to a net-zero future.
