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Ethical brand ratings and accreditation since 2001

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Wild Fawn

How ethical is Wild Fawn?

Wild Fawn is a small independent jewellery company, and one of The Good Shopping Guide’s top-rated ethical brands and is featured on our list of the Top 200 Ethical Businesses.

Wild Fawn is a female-led business that puts people before profit. It started as a hobby after founder Emma Barnes struggled to find jewellery she could trust to be ethically produced. Sustainability has been at Wild Fawn’s core from the very beginning with all design, production and dispatch carried out in South East London. The brand uses a combination of traditional and modern methods to make its designs with recycled gold and silver, conflict free lab-grown diamonds and fully traceable gemstones.

The brand receives the maximum GSG ethical score of 100 in our Ethical Jewellery Ratings Table and therefore successfully passes our ethical benchmark.

We encourage other companies in the Jewellery sector to follow Wild Fawn’s example and adopt more ethical policies and practices.

In which areas does Wild Fawn perform well?

Wild Fawn performs well across a range of The Good Shopping Guide’s criteria. In particular, it was noted that the company demonstrates a clear commitment to providing ethically sourced precious metals and gemstones, as well as positive employment practices through its London Living Wage Employer status.

The company is EDI (Equality, Diversity & Inclusion) compliant and has no involvement in animal testing. We found no negative records found for nuclear, fossil fuels, animal welfare, armaments, political donations or public record criticisms of Wild Fawn. Therefore Wild Fawn performs well across the board.

We were pleased to verify Wild Fawn’s status as an ethical brand that places respect for the Environment, Animals, and People at the heart of its values.

Wild Fawn should be particularly proud of its status as a Fairtrade licensee and its commitment to ethical sourcing of diamonds.


What makes Wild Fawn so sustainable?

Wild Fawn has a wide range of sustainable initiatives that further the brand’s ethical status. The company focuses on being sustainable & environmentally friendly as set out on the Our Mission page of its website. It also has an Environmental Policy which addresses its carbon emissions, energy consumption and waste production and how these are being minimised.

Wild Fawn states that all of its gold is either Fairtrade or recycled, so all of its products are traceable and produced fairly. It also uses lab-grown diamonds.

Lab-grown diamonds are a sustainable choice as, unlike mined diamonds, lab created diamonds do not cause pollution of air or water. They are created in small chambers inside safe laboratories, producing a negligible amount of waste.


How did Wild Fawn attain Ethical Accreditation?

Wild Fawn has attained Ethical Accreditation from The Good Shopping Guide. This involved an application process and a full review of the brand’s ethical policies and practices. Wild Fawn is subject to an annual review to ensure the company maintains high ethical standards.

We are pleased to verify Wild Fawn’s status as an ethical brand that places respect for the Environment, Animals, and People at the heart of its values.  The brand has increased its rating in our Jewellery rating table from 85 to 100, an excellent achievement.

As a result, Wild Fawn is permitted to use our Good Shopping Guide Ethical mark, which certifies the brand’s ethical status and allows consumers to recognise it as an ethical brand.



Ethical performance in category


GSG score


GSG category benchmark


Awarded Ethical Accreditation

Ethical Rating


  • Environmental Report


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare



  • Armaments


  • Code of Conduct


  • Political Donations


  • Fairtrade


  • Responsible Diamonds



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating