MAKE THE CHANGE
The myth
THE HIDDEN COSTS
Choosing responsible precious metals for your jewellery can seem daunting. Will your customers understand the true value? What about the added complexity in sourcing, verification and communication? Will it slow down operations, with potential supply disruptions making planning and consistency more difficult? Is it even worth the risk and upheaval, and could it ultimately damage your brand?
The reality
THE TRUE VALUE
Gold is becoming a growing problem for jewellers, in danger of exposing gaps in provenance, weakening reputation and limiting differentiation in an increasingly conscious market. The lack of traceability makes it harder to meet rising expectations while the perceived hurdles of responsible gold - price, logistics, supply chain confidence and change -are overstated. The real cost comes from standing still while the market moves toward transparency, accountability, and trust.
GOLD THAT’S WORTH MORE
"We are delighted to be one of the pioneers in the jewellery industry, using SMO Gold for all of our jewellery designs."
— JODY WAINWRIGHT, BOODLES DIRECTOR
Responsible Jewellery Council Chain of Custody
PROUD TO BE RJC COC ACCREDITED
It couldn’t be simpler. Reliable, traceable sourcing. A modest premium with clear commercial value. Logistics built in. The best decision you will ever make.
How to guide
WORK WITH SMO GOLD
SMO Gold makes it easier for jewellers to work with known-origin gold. With practical supply routes, modest premiums and a more credible provenance story, it helps responsible sourcing feel brand-enhancing and commercially realistic rather than difficult to implement.
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MINE PROVENANCE
SMO Gold is traceable to a named mine, not blended into anonymous supply.
That gives jewellers a clearer, more credible sourcing story and a stronger answer when customers ask where their gold actually comes from.
TRACEABLE
Each batch of SMO Gold is fully traceable through its segregated journey, giving jewellers something more robust than a broad sourcing claim.
Provenance is preserved, visible and ready to support customer-facing storytelling.
ESG
SMO-approved mines are selected against clear ESG criteria and backed by meaningful mine-level data.
That helps jewellers speak with more confidence about responsibility, without relying on vague language or generic sustainability claims.
SMO HALLMARK
The SMO hallmark provides a visible sign that the gold used has known mine provenance.
For jewellers, it adds another layer of reassurance and helps turn sourcing integrity into something tangible on the finished piece.
CONSISTENT SUPPLY
SMO Gold works with large-scale mining partners, approved refining routes and a global logistics network, helping jewellers access known-provenance gold in a way that is dependable, practical and commercially workable.
PARTNERSHIPS THAT LAST
SMO Gold is built around long-term relationships, helping jewellers develop a stronger sourcing story over time.
Whether starting small or scaling up, the aim is practical support, trusted supply and lasting commercial value.
QR CODES
SMO Gold QR codes help jewellers turn provenance into something customer-facing.
They link the finished piece back to meaningful source information, making the gold’s story easier to share, easier to trust and harder to dismiss.
“These mines provide vital social, environmental and cultural support to local communities”
OUR JEWELLERY PARTNER NETWORK
One of Britain’s best-known luxury jewellers, Boodles has used SMO Gold to pair exceptional craftsmanship with a clearer sourcing story. It is a strong example of how mine-of-origin gold can reinforce trust, reputation and luxury positioning, while giving customers greater confidence in the provenance behind each piece.
Known for hand-engraved rings rooted in symbolism, mythology and craft, Castro Smith creates jewellery with real narrative depth. SMO Gold adds another layer to that storytelling, giving the material itself a traceable and credible origin and helping ensure the meaning of the piece extends all the way back to its source.
London-based jeweller Emefa Cole uses jewellery to explore heritage, culture and storytelling through bold contemporary design. SMO Gold fits naturally within that practice, adding known origin and material integrity to pieces already rich in meaning, and making provenance part of the wider creative and cultural narrative.
Emily P. Wheeler is known for vibrant gemstones, collectible design and modern glamour. SMO Gold strengthens that proposition by pairing expressive luxury with known provenance, giving the material itself a more credible and distinctive story and helping the finished jewellery carry greater meaning as well as visual impact.
Jet McQuiston creates jewellery shaped by symbolism, memory and modern heirloom design. SMO Gold supports that deeper narrative by ensuring the material itself carries integrity and provenance, not just the finished piece, and by giving customers a clearer story about the source and meaning of the gold they wear.
Beirut fine jewellery house L’Atelier Nawbar blends family heritage, symbolism and expressive contemporary design. SMO Gold adds a clearer material story to that emotional richness, helping provenance support the brand’s wider creative identity and giving customers more confidence in the source behind the jewellery they choose.
Matturi creates story-led fine jewellery shaped by African heritage, symbolism and contemporary craftsmanship. SMO Gold strengthens that narrative by ensuring the source of the gold feels as considered and meaningful as the design itself, adding a more specific provenance story to jewellery already rich in cultural depth and intention.
Paris fine jewellery house known for modern diamond design, bold femininity and a fashion-led luxury aesthetic. Messika’s use of SMO Gold shows how known-provenance sourcing can sit naturally within a globally recognised luxury brand, pairing high jewellery with stronger transparency and a more credible gold story.
Octavia Elizabeth creates elegant everyday fine jewellery with a modern, understated sensibility. Her use of SMO Gold adds depth to that quiet luxury, giving customers a more specific and credible answer to where the gold comes from and strengthening the sense of care, trust and intention behind the finished piece.
London fine jeweller Rachel Boston is known for modern engagement rings, bespoke pieces and understated contemporary elegance. SMO Gold gives that offering a more specific sourcing story, bringing provenance and trust into highly personal purchases and reinforcing the sense of care behind jewellery made to mark important moments.
Shola Branson creates sculptural fine jewellery with a strong artistic voice and clear sense of material integrity. SMO Gold complements that approach by giving the work a more specific and credible provenance story, helping ensure the substance of the material matches the depth and distinctiveness of the design.
Why does traceable gold matter for jewellery brands and makers?
Traceable gold matters because it allows jewellery brands to say something specific and credible about the material at the heart of their product. Instead of relying on broad sourcing claims, brands can point to known origin, clearer provenance and stronger evidence behind what they sell.
That matters commercially as well as ethically. Customers, retailers and partners increasingly expect more than generic reassurance. They want to know where gold comes from, what stands behind the claim, and whether the brand has real visibility over its sourcing. Traceability helps jewellers answer those questions with more confidence.
How is SMO Gold different from Fairtrade, Fairmined and recycled gold?
SMO Gold is different because it is built around single-mine provenance. Rather than relying on pooled sourcing or broad category claims, SMO preserves the identity of the gold back to a named mine and a specific supply route.
That gives brands something more precise to work with: mine-of-origin gold, batch-level traceability and access to meaningful mine-specific context. Fairtrade, Fairmined and recycled gold all have their place, but SMO is designed to give jewellers a clearer provenance story and a more direct line between product and source.
How does SMO Gold support ESG reporting, compliance and future regulation?
SMO Gold supports ESG and compliance work by giving brands clearer visibility over gold origin, provenance and chain of custody. That helps businesses move beyond broad sourcing statements and towards something more structured, documented and defensible.
As scrutiny increases around responsible sourcing, supply chain transparency and greenwashing, brands need stronger evidence behind what they say. SMO helps prepare for that environment by providing clearer origin data and a sourcing model that is easier to explain internally, externally and, where needed, regulatorily.
What data and documentation are provided with SMO Gold?
SMO Gold is supported by clear source information, including mine identity, origin details and batch or reference information linked to the gold supplied. The model is designed to preserve provenance rather than lose it through anonymous pooling.
Depending on the route and product, supporting documentation may include chain-of-custody records and other source-related information that helps brands, manufacturers and partners understand what the gold is and where it came from. The purpose is to give customers something more meaningful than a generic sourcing statement.
How does SMO Gold reduce supply chain and reputational risk?
SMO Gold reduces risk by replacing unknown or mixed sourcing with a known mine of origin and a clearer chain of custody. That makes it easier for brands to stand behind what they say and harder for weak, vague or unprovable claims to creep into customer-facing communications.
This matters because reputational risk in gold often begins with ambiguity. If a brand cannot say where its gold comes from, it is more exposed to scrutiny, challenge and inconsistency. SMO gives businesses a firmer footing by making provenance clearer and the sourcing story more defensible.
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Is SMO Gold suitable for different types of jewellery production?
Yes. SMO Gold can work across different jewellery production models, from bespoke and limited-edition pieces through to larger-scale commercial manufacturing. The key is that provenance is preserved while allowing brands to adopt the model in a way that fits how they already work.
Some jewellers begin with a single collection, hero line or bespoke category, while others integrate SMO Gold more widely over time. The point is not that every business must start in the same place, but that the sourcing model is flexible enough to support different scales and different routes in.
How can I tell my customers where my gold comes from?
With SMO Gold, brands can speak more clearly about source because the gold comes from a known mine rather than anonymous pooled supply. That gives jewellers a more specific provenance story and a stronger answer when customers ask where the gold actually came from.
That story can then be communicated through product descriptions, retail conversations, brand materials, QR codes or product-passport style tools. The aim is to move away from broad reassurance and towards something more tangible, customer-facing and credible.
How does using SMO Gold benefit my business or brand?
SMO Gold helps brands stand out by giving them something more specific, credible and commercially useful to say about their gold. It strengthens provenance, supports trust and helps turn sourcing from a background issue into part of the brand proposition.
That can support differentiation, improve confidence in customer conversations and reduce reliance on vague sustainability language. In a crowded market, known-provenance gold helps brands pair design and craftsmanship with a sourcing story that is clearer, stronger and more resilient over time.
Where can I buy SMO Gold for jewellery production?
SMO Gold can be accessed through approved partners and trade routes, including Betts Metals and other authorised supply pathways. The right route will depend on how your business currently buys, makes or sources gold.
Some brands buy directly through established trade channels. Others start by working with a manufacturer or caster already using SMO Gold. The most practical starting point is usually a conversation about how you currently operate, so the right supply route can be matched to your business.
Can SMO Gold be integrated into existing sourcing and compliance frameworks?
Yes. SMO Gold is designed to work alongside existing sourcing, due diligence and compliance processes, while giving brands a clearer provenance story and stronger source visibility than standard anonymous supply.
For many businesses, that means SMO can support internal ESG reporting, supply chain review and customer-facing claims without requiring a complete overhaul of existing systems. The value lies in adding specificity and confidence, not in making sourcing more complicated than it needs to be.
Can I access support with product storytelling or communication?
Yes. One of the strengths of SMO Gold is that it gives brands a stronger story to tell, and that can be supported with clearer language, provenance-led messaging and practical communication tools.
That may include guidance on how to explain mine provenance, traceability and source credibility in a way that feels clear rather than technical. The goal is to help jewellers communicate confidently, consistently and without slipping into vague or generic sustainability language.
