AMALENA
Ethical & Eco Friendly Gold Jewelry
Interview with Founder Johanna Mejía
June 2015
In this interview with founder Johanna Mejía we tackle delicate topics from dirty gold to what a consumer can do in order to understand the Amalena way to ensure a 100% ecological and ethical product.
Q: Johanna, you always come across as somebody who has a powerful story to share. What is the core message of Amalena?
A: The core story of Amalena is that of hope, happiness, love, commitment, trust, respect, and care.
In particular, Amalena is about empowering women, women in our mining communities, in our artisan cooperatives and in the end our clients. I love how our clients can feel that Amalena jewels are precious in more than one way. The jewels speak to the women’s emotions. The jewels have a meaning. They let our clients become contributors, an important link in our chain of love, trust and respect.
Q: Isn’t Amalena about ethically and environmentally safe gold?
A: Of course, our gold is a very important aspect of our brand. It is my passion to solve social problems and environmental issues through responsible business and international trade. That is how Amalena was born.
Q: How do you make sure the gold you use is 100% ethical and ecological?
A: There is only one way: go straight to the source. That’s what I do – go there, smell the salt of the earth, see the miners at work, and feel the unpolished texture of pure, untarnished Colombian gold.
We only work with artisanal and small-scale mining organizations that are able to promote socially & environmentally responsible and efficient mining practices free from mercury and other harsh chemicals, fair and safe workplace conditions, economic community empowerment and poverty reduction, thus contributing to the mining community diversity. In our case, this organization is ASOMIRCOL.
Q: So ethical goes hand in hand with ecological – by design?
A: Yes, in a way. Ecological gold is actually so rare, it doesn’t even make it a 1% of the global market.
Conventional gold processing often takes place on site, using mercury or other harsh chemicals to extract the metals. Precious metal mining creates the largest global demand for mercury, and is the single largest source of intentionally released mercury in the world. The irresponsible use of mercury and its waste causes irreversible damage to the local environment, and subsequently the health of the surrounding communities.
The unique eco gold we use for Amalena jewelry is mined without any toxic chemicals via gravity methods; and during concentration process our miners use agave and rain water – and absolutely no bleach.
In terms of gold mining industry, this is only the beginning. Mining is a delicate process, and improvements stand to be made. We feel deeply honored to be able to continue the partnership with our miners, refining their technologies and supporting their economies while bringing you the cleanest, purest gold jewelry available.
Q: And the opposite of clean eco gold is called?…
A: Dirty gold.
Gold is an economically complex mineral due to its high price, use as a financial asset and standard as ultimate currency. The dirty story behind gold involves violent forces, money laundering, forced labor, drug trafficking, illegal arms trade, and gross human rights violations.
In addition, a significant exploitation of both natural resources and of vulnerable communities caught in the middle occurs. Gold involved with any illegal activity and/or destruction of the environment is called Dirty Gold.
Q: You hold a degree in International Business and Law: what has lead you to mining and jewelry? And what has lead you to eco-fair mining and jewelry-making?
A: As far back as can I remember I’ve had a passion for social justice. But I didn’t get involved in the artisanal and small-scale mining sector until working on my Master's thesis for my studies in International Business and Law. I conducted my thesis field research in Colombia where I was able to have direct contact with local mining communities. They quickly won my heart, and I found my calling – to create a positive social and environmental change through sustainable business in the field of sustainable artisanal mining.
And because Amalena goes into the mining communities, we are able to target regions in need of economic support, and source our gold from the areas most in need of development.
Q: You said you empower female goldsmiths – can you share a bit more about the local communities you work with in Colombia?
A: Most jewelers in remote communities must juggle multiple occupations in order to sustain their families and incomes. So the aim of Amalena is to give these artisans the opportunity for a steady income. Our support allows them to devote time to their passion for art, and to explore their creativity through creating luxurious handmade jewelry.
These opportunities help our artisans to raise their income and save money to invest in education.
Because the small town where our artisans live is far from the cities where classes are available, it requires additional funds to provide transportation, accommodation, and enrollment in the program of their choice. Designing and creating jewelry with Amalena helps them to achieve this goal.
And since we believe in transparency, you can meet our artisans on our website and read their stories at: http://www.amalena.com/amalena-fair-trade-goldsmiths.html
Q: What about other elements of Amalena design? Are those as eco-fair as the gold?
A: Our packaging is made from fair-trade and eco-friendly materials. Several jewelry pieces such as bracelets and pendants come with waxed cotton cords and 100% natural silk, and we’re constantly looking for other ecological materials to use.
Q: Amalena jewels combine a very modern style with a very refined, vintage finish, can we talk about the techniques and the inspiration behind them?
A: The main technique we work with is called filigree. It’s one of the most ancient jewelry techniques used throughout the cultures of the world that, when mastered, caters for a mysterious, lace-like, delicate and “fluid” look of gold. The typical Colombian technique is a cultural heritage kept alive by today’s goldsmith community.
The designs are inspired by the beauty of Colombian nature (Azufral, Saspi), by the history of the indigenous people of Colombia (Orika, Gaitana), by their lore (Sua, Quilla) and by their goddesses (Aluna, Chia) in particular. The jewels celebrate rich culture through gold – and they celebrate the beauty of gold through art.
The stories behind each design are as beautiful and meaningful, as the jewels are unique and flattering.
Amalena jewels are feminine and reinvent jewelry classics in a very intricate, sensual style: delicate drop and hoop earrings, airy tear-shaped studs, fine bracelets, necklaces that flow like golden lace, universally meaningful heart, butterfly, and full moon charms. Chains, symbols, golden mesh –everything is lovingly handcrafted by our wonderful goldsmiths. It’s as though you could still feel the warmth of their hands when you unbox your Amalena treasure.
Q: With Amalena you have created a socially responsible and ecologically sustainable business. What can consumers do to promote eco-fair gold?
A: Create awareness! Discuss the topic with your fashion-savvy friends.
Ask your jeweler about the gold used in their designs. Let your heirloom jewels be recycled into new, custom-made pieces.
When Amalena is growing, our communities are thriving, and the impact on the eco-responsible and ethical mining standards is broadened.
Johanna Mejía short bio:
Johanna holds a degree in International Business and Law, and works and lives in Austria and in Colombia with her partner, an Austrian photojournalist.
Born and raised in Bogotá, Colombia, Johanna has been passionate about social issues from the start. She worked as a broker and market analyst in Colombia prior to moving to Austria to pursue her academic career. Amalena was born out of Johanna’s passion for creating social justice through eco-responsible and social business.
Amalena jewelry is available in Europe through the brand’s own Austria-based online store: www.amalena.com
For all press inquiries:
Alexander Rieser