Press

Chaos, a brand made from traceable recycled gold and silver, will be unveiled at IJL2010.The collaboration between Dennis Allen, Jonathan Lambert and Yasmin Moss will offer retail jewellers an ethical collection from fully traceable metals.

“Ordinarily, recycled gold is mixed with a small amount of new gold,” said Allen. “However, we have found a factory that only uses old gold. Finally we have a traceable supply chain, because they track what goes in and out of the factory.”Allen added that his products will give consumers an ethical option.“There isn’t enough alluvial gold at the moment to cope with demand; you need tonnes of it,” he said.“People seem to think that the country is awash with fairly traded gold, but that just isn’t the case. This brand is opening another market sector for those who care about where their jewellery comes from.”

Chaos products will retail from £75 to £250, and the pieces will be silver with a small gold accent on each one. Jewellers will be able to stock suites of jewellery from the range.Moss, the brand’s creative director, said “Our target market is late 20’s to 50s. There has been no compromise on style just because this is an ethical brand.”Allen conceived the idea for Chaos after the Assay Office’s Big Debate in 2007, where the view was that full traceability of gold was impossible.

The products will be packaged using recyclable materials. The brand is planning to bring out two collections a year.