Social Responsibility


Marc & Helen, of Reflective Images

As pioneers in fair trade jewelry movement, we are artisan focused, from the gemstone miner to the jewelers who create the designs on this site.

But our impact is far greater than just our commercial efforts. In June, 2010, Jewelers That Care honored Marc Choyt, the co-owner of our company in 2010, for his global impact on ethical sourcing issues in the jewelry sector, which trade include:

  • Co-founder of Fair Jewellery Action (FJA): launched as a human rights and environmental justice network serving promoting traceability and transparency. FJA's objective is to direct more of the economic impact of the jewelry sector toward regenerating local economies in small-scale, artisanal communities, and supporting cultural integrity and environmental sustainability.
  • Publication of the most important trade and consumer resource online,, read by hundreds of people a day from over 130 countries.
  • Trade and consumer education through publishing free e-books.
  • Launching a publicity movement in support the rights of the Inuit of Greenland — the first time social media and activists in the jewelry sector joined with indigenous small scale miners to impact the international gemstone community.
  • Spearheading an international, cross sector initiative to develop fair trade manufacturing standards. 

Awards and Recognition:

For our work involving ethical sourcing, being a trusted supplier and local business leadership, we have been honored with several awards:

  • 2010: The NGO Jewelers That Care named our company a Retailer of the Year for our efforts to benefits to the jewelry world and the planet at large
  • 2010: Earthworks, the NGO responsible for the No Dirty Gold campaign give Reflective Images an 'A', the highest rating given to any jewelry company, for responsible sourcing and promotion of ethically sourced gold.
  • 2010: OC Tanner Corporation, the leading Premium and Recognition Company, names Reflective Images a Superior Suppler, just one of three vendors named out of 300 for their 2009 performance. We also won this award in 2008, 2006, and 2005.
  • 2008: The City of Santa Fe New Mexico names Reflective Images business of the year for our treatment of employees, visionary practices and leadership in the jewelry sector. We were also honored as one of Santa Fe's top small businesses in 2006.


Charitable Causes

Finally, we donate jewelry and money to several nonprofit organizations that are doing excellent work in our local community of Santa Fe, New Mexico, ranging from Wild Earth Guardians, to Hamaatsa. Marc Choyt, President of Reflective Images and publisher of, also is involved in New Mexico land conservation issues and recently launched another website:

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