Luxury Jeweller Fights Fast Fashion with New Fortnightly Product Launches

In a highly unusual move in an industry shaped by seasons, the UK’s leading gold vermeil jewellery experts are going against the grain to bring women new, exciting designs every two weeks, breaking the autumn/winter, spring/summer collection trends. London-based Venu J, known for its exquisite and ethically-sourced earrings, necklaces, and rings, is striving to shake things up in a bid to fight the damaging impact fast fashion is having on the world.

Venu J’s new ‘Friday Issue’ introduces beautiful limited edition pieces every other Friday, with planned launches including everything from statement cocktail rings to powerful yet understated pendants. And while each item will be kept closely under wraps until the launch date, interested shoppers will have peace of mind that all of Venu J’s jewellery is ethically-sourced, sustainable, and expertly handcrafted, made from the highest quality materials and Gemological Institute of America (GIA) certified gemstones.

Venu J Founder & Creative Designer, Venu Jeyakumaran said, “As part of our ongoing commitment to fighting fast fashion and promoting the ever-growing importance of sustainability across the sector, we want to change the way people shop. Mass-produced fast fashion that’s launched in bulk twice a year is having a devastating effect on the environment, which is why we’re introducing our new Friday Issue which brings limited numbers of high quality, long lasting jewellery consistently across the year, giving our customers access to unique, sustainable, and truly one-of-a-kind pieces.”

Fast fashion is one of the most urgent concerns facing the industry today, with National Geographic estimating that up to 100 billion tonnes of fashion items are produced each year, with a ‘lorry-load’ disposed of – either through incineration or landfill – each and every second. Perhaps most worryingly of all is that the amount of fashion items produced is expected to triple by 2050. With huge amounts of resources required in both the manufacture and disposal of such goods, the United Nations cites fashion as the second most polluting industry, causing social, economic, and environmental damage.

With its new Friday Issue, Venu J hopes to fight this damage, and introduce and fully promote the value of slow fashion; fashion that’s designed to stand the test of time. For Venu J, this means consistently launching limited edition pieces that are deeply rooted in quality and which honour the time, commitment, and passion that it takes to create the very finest jewellery. The team is dedicated to further developing its relationships with the talented artisans in Jaipur, India, who are renowned for their quality workmanship.

Check out the new Friday Issue launches at www.venuj.co.uk