Interview: Vivien Johnston, Ethical jeweller, Fifi Bijoux

Published on Friday 20 November 2009 15:54

Annie Lennox and Jimmy Choo have championed her charity work and Colin Firth has modelled her pieces on the red carpet at Sundance Film Festival.

For Vivien Johnston, such a glamorous following is just part of the nine-to-five, as she continues to catapult ethical buying into the mainstream consumer consciousness. The creative heart and business mind behind jewellery collection Fifi Bijoux, Johnston launched her range in 2006. Three years on, she has created a body of work unique in its ability to boast gold, diamonds and precious gemstones carefully selected from community mines that adhere to fair trade policies.

Johnston works around the clock to ensure her jewellery is made from fair trading, small-scale mining co-operatives. No child or forced labour, cyanide or mercury is used.

"When I started, there was no ethical jewellery scene to speak of," explains Lanarkshire-born Johnston. "But I believed there was a luxury for shoppers in knowing the provenance of what they were buying or gifting someone."

In her commitment to making a positive contribution to the people who mine gold, ethical diamonds and precious ethical gemstones, Johnston is often reinvesting back into the community to fund future projects.

Currently, ten per cent of profits from the Little Acorns pendant (240) and Oak Leaf ring (400) are donated to a child sponsorship programme helping children in Uganda orphaned by HIV. Earlier this year, she launched an exclusive collection for the World Wildlife Fund, with designs based on endangered species including tigers and dolphins.

Closer to home, her profile continues to grow with appearances in Paris and at London Fashion Week, as well as her roster of awards, including Best New Designer; Accessories; Highly Commended in the RE:Fashion Awards (which promote ethical and green design), and her more recent nomination in the Ultimate Green Queen category at The Cosmopolitan Ultimate Women of the Year Awards.

As Johnston's portfolio grows, so too does her fan base. She continues to enjoy support from Colin Firth and his wife Livia. "Livia is a very astute woman with a very focused energy. What makes her and Colin so remarkable is, rather than simply relaxing or being 'big time' when they are off-set, they use their talents to promote that which is dear to their hearts," she explains.

And it's not just the Hollywood set who can't resist her charms. Following a chance meeting with BBC newsreader George Alagiah at a fair trade show in Glasgow last year, he called to tell her he would be wearing Fifi Bijoux cufflinks to read the Six O'clock News.

"No matter who is wearing my jewellery, I wanted to create a look that people could be proud to wear. I hope I can use my skills as a designer to instil a sense of beauty and respect for the materials and the people who make their lives from them. For me, that would be the greatest gift of all."

With organic clove, vanilla and cinnamon aroma, this candle will touch a loved one's heart and change lives within an indigenous community.

Himalayan Glow candle, 24.47, at Aveda (0870 034 2979, www.aveda.co.uk)

Functional, fashionable and for a good cause, fashion label Marni has teamed up with children from across the world to create a series of bold and brightly coloured T-shirts and bags, with proceeds distributed to educational and developmental projects.

T-shirts, 75, and bags, 70, sold exclusively in Marni boutiques and, from the first week in December, online (www.marni.com)

Wear your ethics with rock star style – this scarf is from the socially conscious clothing company launched by Ali Hewson and Bono, and was worn by the U2 singer at Obama's inauguration concert.

Rilke Poem Scarf, 53, at Edun ([phone], www.edunonline.com

A grow-your-own indoor plant is the perfect gift for the less than green fingered but obsessively gadget-minded.

iPlant, 7, at John Lewis (0845 604 9049, www.johnlewis.com)

This luxury velvet stocking in burgundy or black comes filled with a selection of sensual and ethical goodies, including a soy massage candle, vegan condoms, massage oil and organic lubricant.

Her Right Royal Stocking, 74, at Organic Pleasures, Edinburgh (0131-558 2777, www.organicpleasures.co.uk)

Gorgeous high heel court shoes that look great and also offer the best in comfort and sustainability, from a range of footwear that is bang on trend – what more does the woman in your life need?

Juniper Pink Suede Shoe, 100, at Terra Plana (01458 449081, www.terraplana.com)

• www.fifibijoux.com, 01555 892525

• This article was first published in Scotland on Sunday on 22 November 2009.