Annora

Production locations

• Netherlands (Studio in Heerenveen): All jewelry is handcrafted by the owner.
• Sourcing: Fairmined gold from Peru and Colombia.

Working Conditions & Living Wages

Annora’s jewelry is handmade solely by the founder in her studio, ensuring close control over working conditions. The brand uses Fairmined gold, supporting ethical, ecological, and sustainably responsible mining practices. These mines ensure clean and safe mining conditions, essential for ethical sourcing.

The relationship with suppliers is maintained through regular visits and direct contact, ensuring a strong partnership based on transparency and trust. This approach not only guarantees the ethical sourcing of materials but also aligns with the brand’s commitment to sustainability and social responsibility.

Annora supports artisanal craftsmanship, with all pieces uniquely crafted, contributing to local employment and supporting small-scale industry practices under strict EU regulations for ethical workplace practices.

The brand’s inclusive approach in representation and workforce reflects its commitment to diversity and equality, further enhancing its social impact.

Materials

• Recycled Gold/​Silver: Utilised mainly for chains, offering a sustainable reuse of metals.
• Fairmined Gold/​Silver: Sourced ethically, ensuring the mining practices do not harm the environment or communities.
• Recovered Diamonds: Also known as pre-loved diamonds, these are salvaged from old jewellery, reducing the need for new mining.
• Gold from Customers: Melting down customer-provided gold for new pieces adds a personal touch and lessens material waste.

These materials are chosen for their lower environmental impact and are sometimes certified to verify their sustainable procurement.

Plant a Tree Initiative

For each jewellery piece sold, Annora commits to planting a tree, aiding reforestation and carbon absorption efforts.

Packaging

Packaging is crafted from paper pulp and grass, with an inlay of felt made from plant remains, emphasizing sustainability right down to the box.

Water usage & chemicals

The production process is designed to minimize water and chemical use, aligning with Annora’s sustainability ethos. 

Circular product design

Recycled Materials: Annora utilises recycled gold and silver for chains and also uses old gold brought by customers for redesign, enhancing the circular use of materials.

NOTE: Jewellery is generally easy to recycle and lasts a long time.

Circular business models

Repair Service: Annora offers free repairs for her own jewellery, promoting longevity and reducing waste. For jewellery not originally hers, she provides repair services for a fee, extending the life of these pieces as well.
 

Distance & complexity of the supply chain

• Production Locations:
  • Studio in Heerenveen, NL
• Headquarters: Located in the Netherlands
• Market: Exclusively sells and ships within the Netherlands

Transportation

• Supply Chain Transportation: Sourcing primarily from within the Netherlands minimises transportation distances. For materials sourced from original mining locations, transportation likely involves cargo shipping.
• E‑commerce Transportation: Utilises MyParcel for local deliveries, adhering to low-impact shipping methods.

No animal materials are used by this brand, making it Vegan. 

Product design

Annora offers both ready-made and custom-made jewellery, focusing on special occasions. The brand stands out for its attention to individual preferences and the special meanings behind each piece.

Slow fashion processes

• Customization: Annora excels in creating custom-made pieces, involving customers in a detailed and personalised design process that can take between 4 – 8 weeks depending on complexity.
• Maintenance and Care: The brand encourages sustainability through longevity by offering cleaning services for jewellery bought from them and others, suggesting an annual maintenance check, especially for pieces with gemstones.
• Workshops: Annora conducts jewellery making workshops which not only foster a deeper personal connection with the jewellery but also enhance transparency in the crafting process. These workshops contribute to educating customers about the value and care of bespoke jewellery.

Annora does not participate in traditional sales periods, focusing instead on the intrinsic value and longevity of its products, aligning with slow fashion principles.

Transparency on product

Annora provides detailed information on its product pages, listing materials and the origin of these materials, including gold, silver, and gemstones. The brand ensures that each piece’s traceability is clear, allowing customers to understand where and how their jewellery was produced.

Transparency on processes

• Annora is committed to maintaining an ethical, transparent, and traceable process from the start. This begins with the miners who extract the materials used in the jewellery, ensuring they work under good conditions and receive fair compensation.
• The brand offers extensive details about its production processes and supplier relations on a dedicated page, rather than just general information, making it easy for customers to follow the journey of their products from conception to completion.