Who – the protagonist
Robin Gambhir, co-founder and CEO of Fair Trade Jewellery Co. (FTJCo).
What?
Founded in 2006, Robin’s mission was to ensure the gold FJTCo was selling to customers was responsibly sourced.
FTJCo invested a great deal of time, energy, and money towards its goal.
FTJCo’s responsibly sourced ethos clearly worked, when in 2022 it became the first certified jeweller in North America by being awarded the SCS-007 Sustainability Rated Diamonds Standard, described by some as the gold standard for sustainability in the jewellery industry.
Why?
While proud to be a consistent first mover, Robin considered whether FTJCo could increase revenues and profitability when adopting extremely stringent sustainability strategies, such as SCS-007.
Was there a better approach to sustainability that aligned with the company’s values, was more scalable and added value to the bottom line?
When?
It was the spring of 2023 when Robin was considering the best way forward for FTJCo.
Where?
FTJCo was founded in Toronto, but its gold was mined across the world from the Democratic Republic of Congo to Colombia.
Key quote
“Because we launched Fairtrade Gold in North America, you would think that was a standard that has a lot of consumer brand recognition. But, it’s not like people were shovelling cash into our pockets to buy products made from Fairtrade gold. There are assumptions that I made as a businessperson that, with the benefits of hindsight, were simply wrong.”
Robin Gambhir.
What next?
Some of FTJCo’s largest competitors were shifting to looser and, therefore, easier-to-scale standards, while smaller ones were making unverifiable environmental social governance claims.
How could FTJCo maintain its high standards while still increasing the company’s growth?
On reasons for writing the case…
Lifang said: “My research centres on sustainability in the global value chain, where multiple stakeholders intersect, including policymakers, NGOs, suppliers, certification agencies, and technology enablers.
“I’ve always been intrigued by how a company navigates this complex landscape, not only in terms of crafting its sustainability strategy but also when it comes to the nitty-gritty of implementation. Fair Trade Jewellery Co. (FTJCo) exemplifies these multifaceted challenges. Their efforts in responsible sourcing and the innovative partnerships they’ve forged, such as with IMPACT, illustrate the intricate balance between ethical aspirations and practical realities.
“By writing this case, I aimed to shed light on these diverse dimensions of sustainability, offering students insights into the nuanced trade-offs and subtle differences, like those among various certification schemes, that are crucial for understanding sustainable business practices in today’s interconnected world.”
On the case writing highlights and challenges…
Lifang continued: “A key highlight was witnessing FTJCo’s steadfast commitment to upholding rigorous ethical standards, even when faced with complex sourcing challenges. Their persistence in ensuring full traceability and responsible practices throughout their supply chain was truly inspiring.
“On a personal level, writing about a jewellery company was initially challenging since I do not wear jewellery myself. However, this detachment ultimately allowed me to adopt a broader perspective, focusing on the systemic implications of sustainability and ethical sourcing rather than on the product alone.”
On teaching the case…
She added: “Teaching this case has been a rewarding experience. It has resonated particularly well with Master of International Business (MIB) students who are already familiar with the separate domains of international business and sustainability. By combining these fields, the case naturally sparks engaging discussions.
“I encourage student participation by connecting the global issues of corporate social responsibility with everyday choices, such as asking, “What criteria would you consider when selecting an engagement ring in the future?” This approach helps students see the relevance of sustainability issues in their own lives and fuels a lively exchange of ideas.”
On how the students react to the case…
She commented: “The case consistently prompts thoughtful debate about how far a company can push for sustainability without jeopardising its growth or financial performance.
“Many students find the revelations about the origins of materials like gold and diamonds eye-opening. Discovering the extensive journey behind FTJCo’s responsible sourcing efforts often challenges their assumptions about the jewellery industry, sparking curiosity and deeper exploration of ethical supply chain management.
“Moreover, students are particularly intrigued by the role of technology in enhancing transparency, especially through applications like blockchain and chemical profiling for provenance verification, which adds an exciting, multi-dimensional layer to the discussion.”
On case writing tips…
Lifang explained: “Passion is essential. Even if the subject matter isn’t something you connect with on a personal level - as was initially the case with jewellery for me - a genuine curiosity about the underlying issues can drive your work.
“Collecting information from a range of sources is also crucial. I found that combining firsthand insights from interviews, company visits, and emails with publicly available data helped create a well-rounded narrative.
“Additionally, looking at the issue from different angles can add depth. For instance, while many cases address sustainability, examining the trade-offs involved in certification standards - and even integrating technological elements like blockchain for traceability - adds layers that make the case more engaging.”
Final word…
Lifang concluded: “Writing a case might seem straightforward, but crafting one that captivates readers is anything but easy. Focusing on nuanced details - like using relatable analogies (for example, comparing certification standards to grading eggs) - can draw students in and encourage them to dig deeper. Although the case centres on FTJCo, incorporating multiple perspectives, from the miners in the DRC and pioneering NGOs to technological trends and competitive pressures, enriches the narrative.
“Ultimately, while applauding a company’s sincere efforts in pursuing sustainability, it’s equally critical to examine the managerial challenges and strategic implications that accompany such ambitions.”
The case
Who – the protagonist
Robin Gambhir, co-founder and CEO of Fair Trade Jewellery Co. (FTJCo).
What?
Founded in 2006, Robin’s mission was to ensure the gold FJTCo was selling to customers was responsibly sourced.
FTJCo invested a great deal of time, energy, and money towards its goal.
FTJCo’s responsibly sourced ethos clearly worked, when in 2022 it became the first certified jeweller in North America by being awarded the SCS-007 Sustainability Rated Diamonds Standard, described by some as the gold standard for sustainability in the jewellery industry.
Why?
While proud to be a consistent first mover, Robin considered whether FTJCo could increase revenues and profitability when adopting extremely stringent sustainability strategies, such as SCS-007.
Was there a better approach to sustainability that aligned with the company’s values, was more scalable and added value to the bottom line?
When?
It was the spring of 2023 when Robin was considering the best way forward for FTJCo.
Where?
FTJCo was founded in Toronto, but its gold was mined across the world from the Democratic Republic of Congo to Colombia.
Key quote
“Because we launched Fairtrade Gold in North America, you would think that was a standard that has a lot of consumer brand recognition. But, it’s not like people were shovelling cash into our pockets to buy products made from Fairtrade gold. There are assumptions that I made as a businessperson that, with the benefits of hindsight, were simply wrong.”
Robin Gambhir.
What next?
Some of FTJCo’s largest competitors were shifting to looser and, therefore, easier-to-scale standards, while smaller ones were making unverifiable environmental social governance claims.
How could FTJCo maintain its high standards while still increasing the company’s growth?
Author perspective
On reasons for writing the case…
Lifang said: “My research centres on sustainability in the global value chain, where multiple stakeholders intersect, including policymakers, NGOs, suppliers, certification agencies, and technology enablers.
“I’ve always been intrigued by how a company navigates this complex landscape, not only in terms of crafting its sustainability strategy but also when it comes to the nitty-gritty of implementation. Fair Trade Jewellery Co. (FTJCo) exemplifies these multifaceted challenges. Their efforts in responsible sourcing and the innovative partnerships they’ve forged, such as with IMPACT, illustrate the intricate balance between ethical aspirations and practical realities.
“By writing this case, I aimed to shed light on these diverse dimensions of sustainability, offering students insights into the nuanced trade-offs and subtle differences, like those among various certification schemes, that are crucial for understanding sustainable business practices in today’s interconnected world.”
On the case writing highlights and challenges…
Lifang continued: “A key highlight was witnessing FTJCo’s steadfast commitment to upholding rigorous ethical standards, even when faced with complex sourcing challenges. Their persistence in ensuring full traceability and responsible practices throughout their supply chain was truly inspiring.
“On a personal level, writing about a jewellery company was initially challenging since I do not wear jewellery myself. However, this detachment ultimately allowed me to adopt a broader perspective, focusing on the systemic implications of sustainability and ethical sourcing rather than on the product alone.”
On teaching the case…
She added: “Teaching this case has been a rewarding experience. It has resonated particularly well with Master of International Business (MIB) students who are already familiar with the separate domains of international business and sustainability. By combining these fields, the case naturally sparks engaging discussions.
“I encourage student participation by connecting the global issues of corporate social responsibility with everyday choices, such as asking, “What criteria would you consider when selecting an engagement ring in the future?” This approach helps students see the relevance of sustainability issues in their own lives and fuels a lively exchange of ideas.”
On how the students react to the case…
She commented: “The case consistently prompts thoughtful debate about how far a company can push for sustainability without jeopardising its growth or financial performance.
“Many students find the revelations about the origins of materials like gold and diamonds eye-opening. Discovering the extensive journey behind FTJCo’s responsible sourcing efforts often challenges their assumptions about the jewellery industry, sparking curiosity and deeper exploration of ethical supply chain management.
“Moreover, students are particularly intrigued by the role of technology in enhancing transparency, especially through applications like blockchain and chemical profiling for provenance verification, which adds an exciting, multi-dimensional layer to the discussion.”
On case writing tips…
Lifang explained: “Passion is essential. Even if the subject matter isn’t something you connect with on a personal level - as was initially the case with jewellery for me - a genuine curiosity about the underlying issues can drive your work.
“Collecting information from a range of sources is also crucial. I found that combining firsthand insights from interviews, company visits, and emails with publicly available data helped create a well-rounded narrative.
“Additionally, looking at the issue from different angles can add depth. For instance, while many cases address sustainability, examining the trade-offs involved in certification standards - and even integrating technological elements like blockchain for traceability - adds layers that make the case more engaging.”
Final word…
Lifang concluded: “Writing a case might seem straightforward, but crafting one that captivates readers is anything but easy. Focusing on nuanced details - like using relatable analogies (for example, comparing certification standards to grading eggs) - can draw students in and encourage them to dig deeper. Although the case centres on FTJCo, incorporating multiple perspectives, from the miners in the DRC and pioneering NGOs to technological trends and competitive pressures, enriches the narrative.
“Ultimately, while applauding a company’s sincere efforts in pursuing sustainability, it’s equally critical to examine the managerial challenges and strategic implications that accompany such ambitions.”
