Case Study: Implementing Sustainable Packaging Solutions in a Global Jewelry Supply Chain

Sustainable packaging has gradually become a hot spot in the jewelry packaging industry. Sustainability is not only about strategic thinking but also about the responsible dimension of supply chain cooperation, and global regional development. In today’s case, we will focus on the sustainable and environmentally friendly packaging practices of Vivienne Westwood, and understand how to optimize the sustainable measures of the jewelry packaging supply chain from the levels of challenge, strategy, future trend outlook, and so on.

1. Understanding Sustainable Packaging

Sustainable packaging is one of the environmentally friendly practices. In the United States, packaging materials account for about 30% of the total waste in solid waste landfills. Materials such as plastics continue to take up a lot of space in landfills due to their extremely long degradation cycles (often taking hundreds of years), and sustainable packaging has emerged to reduce its negative impact on the environment.

1.1 What is Sustainable Packaging?

Sustainable packaging emphasizes that the design is environmentally friendly, towards the direction of resource conservation, and is committed to building a just society. Sustainable packaging is not just about the packaging itself. At the same time, it also designs many complex links such as design, production, transportation, use, and treatment.

More and more brands are starting to focus on the life cycle assessment (LCA) of packaging to reduce adverse impacts quantitatively. As one of the pioneers of “fair gold mining”, Swiss luxury jewelry brand Chopard. In their LCA, it was found that traditional leather boxes have a high environmental impact, so they decided to adopt sustainable alternatives. Chopard turned to using certified wood, recycled paper, as well as other environmentally friendly materials for its jewelry boxes while ensuring that these materials can be fully recycled or degraded at the end of their life cycle.

1.2 Key Principles of Sustainable Design in Packaging

The key principles of sustainable packaging design run through the selection of environmentally friendly materials and the concept of simple design. On the one hand, sustainable packaging cannot be separated from the research and development of compostable, degradable and recyclable materials. On the other hand, it is also necessary to “reduce unnecessary design” of the avenue to simplify thinking.

1.3 Biodegradable and Recyclable Materials

Bio-based materials, such as PLA (polylactic acid) and cellulose, are becoming a mainstream alternative to traditional plastics. The use of biodegradable materials such as corn starch packaging and mushroom packaging can effectively reduce the long-term presence of plastic pollution in the environment. The material can break down into water, carbon dioxide, and biomass in a few months under industrial composting conditions, while traditional plastics take hundreds of years or more to degrade.

In addition, some brands are starting to adopt “closed-loop” systems, recycling their packaging materials for reproduction. Chopard designed a gift box made from eco-friendly fibres and recyclable paper. Using high-quality recycled paper and organic cotton fibre, fully recyclable and biodegradable. With delicate silk lining and a gold brand logo to highlight the concept of environmental protection.

1.4 Minimalistic Design and Non-Toxic Materials

Architect Ludwig Mies van der Rohe has put forward the concept of “less is more”. This concept provides a guiding design idea for the conceptualization process of minimalist packaging design. Minimalist printing and packaging emphasize reducing the use of printing and coating, reducing excessive packaging through “slimming design” or changing packaging forms, and giving priority to environmentally friendly materials to ensure packaging recyclability. Jewellery packaging boxes printed with plant ink are not only environmentally friendly but also highlight the brand’s environmental commitment.

2. The Importance of Sustainability in Global Jewelry Supply Chains

The application of sustainable packaging in the global supply chain not only reduces carbon emissions but also reduces packaging volume and weight, thus reducing transportation costs and environmental impact. As global regulations become more stringent, companies need to adapt to environmental regulations in different regions to ensure the overall sustainability of the supply chain.

A recent study found that 37% of consumers prioritize sustainability when making purchasing decisions. Fifty-one per cent of supply chain professionals expect the circular economy to gain further popularity in the next two years due to the pandemic. According to the trend, the design of sustainable jewellery packaging will pay more attention to the reuse and regeneration of materials. Respond to principles such as reduction, reuse, and recycling to save logistics costs and optimize supply chains. In addition, 30% of consumers are willing to pay a premium for products that fulfil sustainability claims. It can be seen that consumers pay significantly more attention to sustainability, and the popularization of circular economy will become the core of supply chain management.

3.  The Impact of Sustainable Packaging on Brand Image

Some jewellery brands have successfully positioned themselves as responsible luxury brands by promoting their eco-friendly packaging strategies, thus gaining consumer loyalty. Incorporating sustainability as part of the brand story can increase the brand’s cultural capital and market competitiveness.

3.1 Environmental and Social Impacts of Sustainable Packaging

Sustainable packaging minimizes environmental impact and drives the use of renewable and recyclable materials by reducing resource consumption, waste, and pollution. Many brands in the jewellery and other industries are actively adopting FSC-certified paper products to support the development of sustainable forestry globally. It not only helps protect our only home on Earth but also promotes a balance between social responsibility and economic benefits. For example, Pandora mitigates sustainability risks and reduces its potential environmental impact through its Responsible Sourcing Program (RSP). They also use recycled materials in their products and have a relatively low social impact in sourcing materials.

3.2 Positive Social Impact and Brand Responsibility

Consumers, including Gen Z, are increasingly paying attention to brands’ eco-friendly practices, and the adoption of sustainable packaging will greatly enhance the image and market competitiveness of jewelry brands. Through eco-friendly packaging, brands can not only attract more environmentally conscious consumers but also establish a green benchmark image in the market.

The world certainly wants to see and choose a brand that is committed to protecting the environment. It’s an ethic that allows your brand to stand out from the competition and get noticed. Therefore, by using sustainable packaging, jewellery brands not only demonstrate their commitment to environmental and social responsibility but also enhance the emotional connection and user engagement between brands and consumers.

4. Key Actions to Create a Sustainable Packaging Strategy

To overcome the cost challenges of sustainable packaging, companies should reduce material costs through large-scale production and technological innovation, and jointly share R&D expenses by cooperating with supply chain partners. At the same time, the package mix was optimized through life cycle assessment (LCA), and sustainability principles were integrated into the design and internal training to improve employees’ environmental awareness and capabilities and drive enterprise-wide sustainable development.

4.1 Overcoming the Sustainable Packaging Premium

Through large-scale production and technological innovation, jewellery brands can gradually reduce the cost of sustainable packaging materials. For example, to practice sustainability, Tiffany & Co. has worked with other brands in the supply chain to gradually shift to using FSC-certified paper and eco-friendly inks to produce its boxes, sourcing sustainable materials together. Through large-scale procurement and technological innovation, the cost of environmentally friendly materials has been effectively controlled.

Pandora uses LCA to assess the life cycle of its packaging materials and has found that its original plastic packaging has a large negative impact on the environment. Based on the results of the LCA, Pandora decided to use more environmentally friendly alternative materials, such as FSC-certified cardboard, and to reduce the plastic component in its packaging. In addition, Pandora has designed more minimalist and lightweight packaging to improve transportation efficiency and reduce material waste.

4.2 Assessing and Optimizing the Packaging Portfolio

McKinsey’s four strategies for retailers towards a sustainable future, published by McKinsey, highlight the opportunity for retailers to build strategic partnerships with packaging suppliers, waste management companies, and recyclers to ensure that scarce supply does not threaten sustainable packaging goals. As a custom jewellery packaging supplier with a long practice of sustainable design and environmentally friendly jewellery, Richpack here is your trusted partner in green packaging practices.

4.3 Developing Internal Capabilities for Sustainability

Through internal training and culture shaping, employees’ awareness and ability of sustainable jewellery packaging are enhanced, to promote the sustainable development of the whole enterprise. Jewellery companies need to design and implement a systematic internal training program covering a variety of course content from basic to advanced. These courses should include the selection of environmentally friendly materials, design concepts that can be recycled, and practical skills. And use modern technology, such as digital learning platforms, to meet changing working patterns and learning preferences.

5. Challenges and Solutions in Adopting Sustainable Packaging

What are the challenges of adopting sustainable packaging? And what is the solution?

5.1 Maintaining Luxury Appeal

Jewelry itself is representative of luxury beauty and classic. And sustainable jewellery packaging can sometimes be seen as not luxurious enough. This seems to go against the grain in the fashion jewelry industry. However, many jewelry brands do enhance the high-end sense of their environmentally friendly packaging through innovative design, proving to the industry and consumers that environmental protection does not mean simple and low value.

In 2021, Helene Poulit-Duquesne, global CEO of Boucheron, redesigned the jewelry case, which can no longer meet the needs of environmental protection, using aluminum materials that can be recycled indefinitely. The surface of the box lid is engraved with an octagonal texture pattern inspired by the emerald cut of the gemstone. At the same time, it echoes the octagonal shape of the “Place Vendome” in Paris, paying tribute to Boucheron as the first jeweler to enter the square in 1893. Retain the delicate and simple elegance of jewellery craftsmanship in the embrace.

5.2 Ensuring Adequate Protection and Durability

Environmental protection is often mistaken for low cost. Therefore, jewelry brands looking for a global packaging supply chain should emphasize the use of high-strength environmentally friendly materials, such as recycled pulp and degradable plastics, to ensure the durability of jewelry packaging. The report from Dongxing Securities pointed out that pulp-molded and degradable plastic products have advantages in terms of performance, cost, and degradation conditions. These materials are expected to become leading enterprises in the field of environmentally friendly packaging. For example, Eska® Transparent White cardboard is a high-quality recycled paper product that promotes the integration of jewellery brands with sustainability.

5.3Managing Transition Costs

Jewellery brands should not change everything at once by gradually introducing and optimizing packaging design. Avoid one-time cost surges. It is best not to commit entirely to packaging sustainability before testing. You can do this through sample packaging. At the same time, explore the government’s environmental protection subsidy policy.

5.4 Ensuring Authentic Sustainability in Supply Chains

IBM has partnered with jewelry industry leaders such as U.S. jewelry retailer HelzbergDiamonds and precious metals refiner AasahiRefining to build TrustChain, a cross-industry supply chain tracking platform. Using blockchain technology, they have successfully established a transparent supply chain management system that ensures that every link meets sustainability standards. Transparency and trust are at the heart of the plan, and much depends on consumer demand for corporate responsibility and ethical consumption.

6. Jewelry Brand Spotlight: How Vivienne Westwood is Leading the Sustainability Charge

According to the European Commission, around 188.7 kg of packaging waste was generated per inhabitant in the EU in 2021. Such a high amount of packaging waste per capita means that significant resources are devoted to producing single-use packaging that is ultimately discarded. These wastes, if not effectively recycled or treated, will lead to a waste of resources and harm the environment. Examples include the increase in landfills, air pollution from waste incineration, and the harm to Marine and terrestrial ecosystems from plastic packaging that is not properly disposed of.

Vivienne Westwood® responds to environmentally friendly practices. From retail packaging to hangers and trays, Vivienne Westwood is committed to using plastic-free and recycled packaging, eliminating virgin plastic alternatives. Sustainable jewelry boxes made from 100% recycled cardboard, 40% of which is recycled, were introduced.

In 2021, Vivienne Westwood also introduced 100% recycled cardboard packaging for transporting jewelry from factory to warehouse, thus phasing out virgin plastic alternatives. The packaging, which is used for small items such as earrings, pendants, and bracelets, is produced in Thailand, where all our jewelry is made, to keep the supply chain local and lean.

As a famous fashion brand, Vivienne Westwood® has successfully established a responsible brand image. By adopting sustainable materials and optimizing supply chain management, Vivienne Westwood also shows a feasible path to achieve environmental goals in business operations.

7. How to Identify and Choose Sustainable Jewelry Packaging Solution

The following are some of the jewelry packaging solutions that can be effectively identified and selected as sustainable. It is expected to bring reference value to your jewelry brand’s packaging supply chain selection. The principle is nothing more than two points, environmental protection certification and responsibility verification.

7.1 Understanding Materials and Production Processes

As a jewelry brand, it should have an in-depth understanding of the production process and environmental impact of different materials and choose the most suitable sustainable materials. When selecting packaging materials, priority should be given to materials that can be recycled and reused, such as bio-based plastics, degradable materials, etc. For example, the use of FSC (Forest Stewardship Council) certified materials can ensure the sustainability of wood sourcing. Or, like the Boucheron brand mentioned above, explore more possibilities with lightweight materials, considering materials such as recycled aluminum, which have a high recycling rate and can significantly reduce waste. New biological materials and renewable resources will drive further development of sustainable packaging, such as the application of graphene and nanomaterials.

7.2 Evaluating Certifications and Supply Chain Practices

Secondly, priority should be given to the selection of certified jewelry suppliers to ensure that every link of the supply chain meets the requirements of sustainable development. Preference is given to those companies that are FSC certified, which indicates that the wood and other raw materials used come from a responsible way of management. Westpak, a Swedish company specializing in sustainable packaging, and Richpack, a Chinese professional and efficient green packaging company, are jewelry packaging companies of FSC-certified companies.

Especially for raw material suppliers in high-risk and conflict areas, due diligence and risk assessment of suppliers should also be conducted regularly. Suppliers are also encouraged to adopt eco-friendly technologies and innovative approaches, such as the use of PCR(post-consumer recovery) materials and other non-petroleum materials.

8. Future Trends in Sustainable Jewelry Packaging for Global Supply Chains

Amazon has been on the road to eco-friendly packaging since 2008, with the launch of the  Frustration-Free Packaging programs. Amazon stipulates that environmentally friendly packaging needs to be made from 100% recyclable materials; Simple packaging design lightweight, easy to open; Reduced waste and cost; The packing is protective. Therefore, the global sustainable jewelry packaging supply chain needs to actively explore new technologies for recyclable and renewable materials, balance cost and environmental goals, enhance packaging protection and brand image through a circular economy, and adapt to global regulations and market needs.

9. Final Thoughts

The European market is focusing on the elimination of single-use plastics. The term “eco-friendly packaging” is more than a buzzword. Observe the environmentally friendly practices implemented in jewelry packaging of more jewelry brands in the world such as Vivienne Westwood. What we’ve found is that sustainability is no longer a choose-it-or-leave-it option. It is an inevitable corporate brand ethics, the embodiment of human justice and social responsibility. If you want to start gradually optimizing the sustainability of the jewelry packaging supply chain, click here to partner with us to jointly achieve cost savings and drive revenue, reach sustainability goals, increase consumer loyalty, and create a win-win-win situation.