CERTIFIED FOLDER DISPLAY SERVICE

Certified Insider | Summer 2023 S anta Fe, New Mexico is the cultural capital of the South- west, so perhaps it's no surprise that Reflective Jewelry is based there. The 28-year-old custom jewelry design company specializes in radical ethical sourcing. "Seventeen years ago, we pioneered the concept of ethi- cal sourcing," said Marc Choyt, co-owner of Reflec- tive Jewelry with his wife Helen Chantler, an award-winning designer. "We were the first, and remain the only Fairtrade Gold jeweler in the U.S. We are partners of the upcoming Congo Gold Initiative, and have been awarded the Santa Fe Green Busi- ness of the Year." Reflective Jewelry, which has been distributing brochures with Certified Folder Display Service for about seven years, uses responsibly sourced materials from small-scale producer communities, and is com- mitted to supporting human rights, education, arts, and environmental justice organizations, giving back 20% of its sales revenues. Nevertheless, if thoughtful activ- ism is the very soul of Reflective Jewelry, its heart is tied to stunning, original, hand- crafted jewelry pieces. "Most jewelry today is done by CAD (Com- puter Assisted Design) and jewelers basically cast and set stones," says Choyt. "We can do that, but we also specialize in hand fab- rication and custom design." As a perfect example, Choyt notes that Reflective Jewelry can manufac- ture its own wire and sheet metal, which allows them to take a wedding ring or any jewelry and use the actual material in it to make something new. Yet, for all its success in sales and marketing, Reflective Jewelry is guided – in mission and practices – by the values of Choyt and Chantler. "Jewelry has incredibly important meaning," says Choyt. "A wedding ring represents commitment, family, community. Yet the sourcing of much of what makes up a piece of jewelry destroys the environment and com- munities around the globe. We sought to change that." One vital aspect of the Reflective Jewelry's successful marketing pro- gram, Choyt said, was pairing with Certified Folder Display Service. "We live in one of the top tourist destinations in the world, but we're not located in a tourist area," he said. "We're not far from the historic district, about a mile. And we thought that the brochures would help bring in out-of-town visitors – and they certainly have. "They hit an audience that we would not necessarily have access to: the tourist market. We are a desti- nation store and the brochures bring people into our store that would otherwise never find it." ............................................................ CLICK HERE for information on Certified Folder Display service areas. Ethical elegance Reflective Jewelry fuses stunning handcrafted creations with conscious sourcing CLIENT SPOTLIGHT

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