Green Jewelry Market Trends

The Case for HARMONY Precious Metals™

Total sales for the U.S. Retail Industry in 2007 (including food service and automotive) were $4.48 trillion with jewelry sales comprising $64.8 billion. 1, 2

About 39 percent of the U.S. adult population purchases fine jewelry each year, and consumers from age 18 to 24 have the highest incidence of jewelry purchases. 3

Metal mining is the number one toxic polluter in the United States, responsible for more than a quarter of all reported toxic releases in 2005, including 92% of arsenic releases, 84% of mercury releases, and 83% of lead releases. 4

Open-pit precious metal mines essentially obliterate the landscape, opening up vast craters, flattening or even inverting mountaintops, and producing 8 to 10 times more waste than underground mining. 5

Cyanide is used by large mining operations to separate silver & gold from ore. Cyanide pollution is a major concern. A rice-grain sized dose of cyanide can be fatal to humans; concentrations of 1 microgram (one-millionth of a gram) per liter of water can be fatal to fish. 6

Thus far, 57 jewelry retailers have signed on to the No Dirty Gold campaign’s “Golden Rules” criteria for more responsible mining and sourcing of metals. These retailers represented $14.5 billion in US jewelry sales in 2006 or 23 percent of the US jewelry market, and include 8 of the top 10 retail jewelers in the US. 7

77% of U.S. consumers surveyed in June 2009 said that a product’s “energy footprint” influenced their purchasing decisions. 8

76% of U.S. consumers are willing to pay more at the register for environmentally friendly products. 8

74% of U.S. employees believe organizations should take action to lead eco-friendly initiatives. 9
U.S. Consumers Likely to spend $104 billion on Green Technology Products Per Year9

71% of U.S. consumers are interested in green technology but there is a large gap between the number of products consumers own now and the number they say they would like to own. 10

83% of U.S. adults want to preserve and protect the environment. 1042% percent of adults said products and services that help the environment are hard to find. 10

59% percent of U.S. adults say they like trying new technologies that help the environment. 10

56% percent of U.S. adults say gadgets designed to help the environment would be fun to own. 10

68% percent of U.S. adults like to do business with companies that are environmentally responsible. 10

72% percent of U.S. adults say they resent companies who say they care about the environment but are not sincere. 10


1.       U.S. Census Bureau

2.       February 3 2008,


4.       Toxics Release Inventory, 2005 dataset, U.S. Environmental Protection Agency,

5.       Carlos D. Da Rosa, J.C. and James S. Lyon, Golden Dreams, Poisoned Streams (Washington, DC: Mineral Policy Center, 1997), pp. 37, 42.

6.       Da Rosa and Lyon, p. 43; Robert E. Moran, Cyanide in Mining (Golden, Colorado: MPC, undated), p. 6.


8.       U.S. National Survey conducted by ORC Guideline Research Group June 2009

9.       Center for Excellence in Service at the University of Maryland’s Robert H. Smith School of Business and technology research firm Rockbridge Associates Inc. June 2, 2009

10.  March 12, 2008