Reflective Images

Who We Help

Reflective Images, Inc.’s CEO Marc Choyt used a personal blog to advocate for ethical sourcing and transparency in the global jewelry trade. The website couldn’t create a broad and intensive enough dialogue with the jewelry industry or with fair trade jewelry consumers.

What We Do

Change & Course suggested and created a new website – FairJewelry.org – as the platform for Choyt’s fair trade, environmental and social responsibility advocacy. We also helped him find his market ready voice, equipped him with social media battle tactics and the research tools he needed to inform a more consumer centric editorial strategy. In addition, we relaunched his sustainable wedding jewelry site, ArtisanWeddingRings.com, and implemented a new sourcing transparency model called FRE (Fair, Responsible, Eco-friendly) to help consumers understand the sustainable future built into every ring.

How We Help

1. FairJewelry.org is now the top search result for “Fair Trade Jewelry”. Google it and see for yourself!
2. Choyt’s site is read by people from about 130 countries every month.
3. Their sites maintained sales during 2009 due to improved consumer experience while sales in the sector dropped 18%.
4. The new site doubled conversion rates getting more sales from the same number of site visitors overnight.
5. “FairJewelry.org has given me a social platform to launch issues of importance, such as a recent series about the Greenland ruby, which is critically important to the Inuit nation. With Adam’s strategic help, we’ve also learned how to make a difference via Wikipedia, targeted PR, and more. We’ve become our own independent media outlet on fair trade jewelry” – Marc Choyt.