Purvi Shah: Why responsibility is becoming the new basis of luxury
Interview with Purvi Shah – Executive Director, Responsible Jewelery Council
Title: Purvi Shah, Executive Director Responsible Jewelery Council (C) RJC
How transparency, traceability and common standards are shaping the future of responsible luxury
As the jewelry and watch industry faces increasing regulatory pressure, rising expectations for transparency, and growing geopolitical complexity, responsibility has evolved from a voluntary stance to a necessity. Purvi Shah as the newly appointed Executive Director Responsible Jewellery Council (RJC) entering a new phase – characterized by credibility, clarity and long-term value creation.
In this interview, Shah outlines her vision for the RJC as a globally recognized benchmark for responsible luxury—far beyond certifications. She discusses traceability as a strategic foundation, ESG as a driver of resilience, and standards not as constraints but as tools for trust, guidance, and progress. At a time when the industry must prove—not just promise—its integrity, this conversation offers insights into how responsibility is redefining the future of jewelry and watchmaking.
The interview:
INSIGHT LUXURY: Ms. Shah, you are taking over the leadership of the RJC at a time of profound change in the jewelry and watch industry. What is your overarching vision for the RJC – and how do you define „responsible luxury“ in 2026?
Purvi Shah:
My vision for the RJC is clear: It should be positioned as a globally trusted reference for responsibility in the jewelry and watch industry – credible, relevant, and future-oriented. As the industry changes, the RJC must also evolve: moving away from being perceived as a mere certification body and towards becoming a strategic partner for long-term value creation.
In 2026, "responsible luxury" is no longer an ambition or a differentiator, but a fundamental requirement. It means that beauty, craftsmanship, and innovation are inextricably linked to ethical sourcing, respect for people, environmental protection, and transparency. True luxury is defined not only by the emotional value of a product, but by the integrity of its creation—by care, responsibility, and quality throughout the entire value chain.
INSIGHT LUXURY: Many brands and retailers view the RJC as an important framework for responsible business practices. How do you assess the Council's current position and perception within the global industry – and where do you see the greatest potential for development?
Purvi Shah:
The RJC is recognized worldwide as the most comprehensive multi-stakeholder system, covering the entire value chain from mine to trade. This breadth is one of our greatest strengths – especially at a time when fragmented standards create confusion and inefficiency.
The greatest potential for development lies in deepening impact and clarity. This includes more precise communication of what an RJC certification stands for, a stronger alignment with regulatory requirements, and more intensive support for members in implementation. Furthermore, we see opportunities to position responsible business practices more strongly as a strategic and competitive advantage – not just as a compliance issue.
INSIGHT LUXURY: Consumers today expect significantly more transparency regarding origin, working conditions, and sustainability. How does the RJC intend to communicate the value and credibility of its standards more clearly to end consumers?
Purvi Shah:
Historically, the RJC's focus has primarily been on credibility in the B2B sector. This remains essential, but we increasingly recognize the need to better reach end consumers as well – without oversimplifying complex realities.
Our approach is twofold: First, we ensure our standards are robust and consistent so that all communication is based on sound information. Second, we work with our members to translate certifications into clear, honest stories that consumers understand and can trust. Transparency isn't about claiming perfection, but about making commitment, progress, and accountability visible.
INSIGHT LUXURY: The Standards Committee was recently restructured and now represents almost the entire value chain. What impetus do you expect from this committee, and how will it shape the further development of RJC standards?
Purvi Shah:
The previous members of the Standards Committee served for extended periods during a crucial phase in the development and implementation of key standards. This continuity enabled the creation of a strong and diverse team of industry and external stakeholders who significantly contributed to the further development of the Code of Practices and the Chain of Custody, as well as the introduction of the new standard for laboratory-generated materials. We are very grateful for their commitment.
The newly structured committee now brings fresh perspectives from across the entire jewelry and watch value chain. In addition, we have included new experts from outside the industry, for example, from the fields of women's rights and international regulation. This diversity allows us to further strengthen the relevance and credibility of our standards and to adapt them more closely to real-world challenges, emerging risks, and regulatory developments.
INSIGHT LUXURY: They were directly involved in key RJC standards such as COP 2024, COC 2024, and the LGMS. As Executive Director, which topics would you prioritize – particularly regarding traceability, ESG requirements, and new material categories?
Purvi Shah:
Traceability remains a strategic priority – not as an end in itself, but as the basis for credible reporting, risk management, and regulatory compliance. Equally important is the further development of ESG requirements, particularly in the areas of human rights due diligence, climate protection, and responsible procurement.
At the same time, we are closely monitoring new material categories such as lab-grown materials or recycled raw materials. Clarity, consistency, and credibility are crucial here. The RJC's task is to provide technology-neutral, risk-based, and innovation-enabled frameworks.
INSIGHT LUXURY: The geopolitical situation is becoming increasingly complex, supply chains are under pressure, and regulatory requirements are increasing worldwide. How does this affect the work of the RJC – and how can the Council support companies in this environment?
Purvi Shah:
Geopolitical uncertainties underscore the importance of risk-based, internationally coordinated approaches to responsible business practices. Supply chains are now more exposed than ever to disruptions, public scrutiny, and reputational risks.
The RJC supports companies through globally recognized standards that are aligned with new regulatory requirements. Furthermore, we offer practical guidance that enables members to identify, assess, and mitigate risks – tailored to their specific contexts. In uncertain times, consistency and credibility become key success factors.
INSIGHT LUXURY: The Kimberley Process is currently facing heavy criticism. How do you assess the situation, and can the RJC offer complementary mechanisms to ensure ethical standards in the diamond supply chain?
Purvi Shah:
The Kimberley Process continues to play an important role in combating the trade in conflict diamonds. It is a UN-mandated system, primarily supported by governments, that aims to certify rough diamonds.
The RJC does not replace the Kimberley Process, but rather integrates its requirements into its Code of Practices. Furthermore, the RJC goes significantly further by enabling companies to demonstrate responsible business practices across a broad ESG spectrum – verified by independent third-party auditors.
INSIGHT LUXURY: Despite its high regard, the RJC also faces criticism – for example, regarding transparency, potential conflicts of interest, and audit quality. How do you intend to address these issues?
Purvi Shah:
Constructive criticism is essential for any credible organization, and we take these concerns very seriously. Trust requires transparency, strong governance structures, and continuous improvement.
Our priorities include stronger oversight of auditors, greater consistency in audit results, and more open communication about how standards are developed and applied. We are also working to further strengthen the independence of our systems and ensure clear accountability mechanisms. Credibility is not a static state – it must be actively cultivated.
INSIGHT LUXURY: Many stakeholders are calling for greater international harmonization of ESG terminology, standards, and regulatory requirements. What role should the RJC play in this?
Purvi Shah:
The RJC is well-positioned to act as a bridge between industry practice, regulatory frameworks, and international standards. Our goal is not to create parallel systems, but to operationalize global expectations in a way that is practical for the jewelry and watchmaking industry.
We work closely with other organizations, such as CIBJO within the framework of the Blue List, as well as with other standard-setters, to promote harmonization and mutual recognition. The RJC sees itself as a platform for dialogue and coordination – with the aim of reducing duplication of effort, creating clarity, and achieving real impact through common standards.
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