Parisian entrepreneur and eco-warrior Erwan le Louër is a pioneer in the world of ethical jewelry. In 2008, he launched JEM, “Jewellery Ethically Minded”, which makes beautiful, sustainably produced pieces using ethically mined gold from South America. Le Louër’s motto is “when making jewelry is as beautiful as offering it”, and JEM does a lot of work with NGOs to improve the lives of people in mining communities. JEM’s high-end, handcrafted jewelry is made with integrity, and actress Natalie Portman is a fan.
What is luxury?
For me, the luxury market is in perfect harmony with sustainable development, which does not restrict consumption but is rather a different and more respectful type of consumption. Luxury is above all a pleasure. The real luxury is being able to give pleasure by buying environmentally friendly products that respect people and nature. A second reading is possible with the story that the product conveys, and the story is enhanced by ethical and respectful achievements. Luxury can also be a place, a moment, a service.
What are three luxuries you allow yourself?
1. Sport, which is a luxury of having time out from my busy schedule.
2. My boat, being at sea is a great luxury.
3. Movement, traveling is an endless source of inspiration.