Brand Bravery and Women's Empowerment

The Dragonfly Initiative - Supporting women jewellers through brand incubation, empowering sourcing.
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* Womens Empowerment

* Jewelry

* London City - London, Greater - England

* Features

LONDON - July 5, 2019 - PRLog -- The Dragonfly Initiative (TDI) is a consultancy that works across the depth of the supply chain, applying insights from 20 years of experience of working with established and iconic brands so we can best support the growth and sustainability of emergent jewellery businesses

• TDI's Vivien Johnston has been appointed an Ambassador for the Women's Jewellery Network
• TDI is working with brave brands who champion  female empowerment – we have developed  a route to market for female emerald cutters in Pakistan

The Dragonfly Initiative's (TDI's) Vivien Johnson FRSA has recently been appointed as Supply Chain Ambassador to the Women's Jewellery Network. This is in recognition of her work supporting female jewellers across the value chain to achieve sustainability in their sourcing practices.

"We were delighted to announce the appointment of Vivien as an Ambassador. Vivien possesses deep sector knowledge of supply chain management, following strong career experience within the sector. Her proven record of success is representative of the mission and values of WJN. Responsible supply chain management is a powerful engine for employment, economic development, and opportunity around the world," said Women's Jewellery Network, MD, Victoria McKay. "We congratulate Vivien on her efforts to advocate for businesses that employ or are led by women".

A sustainability advisory firm, The Dragonfly Initiative (TDI) works with businesses along the length and breadth of the jewellery supply chain. Leveraging a combination of expert knowledge, strategic thinking and real-world experience, TDI's multi-dimensional team offers a highly-nuanced 360* perspective on the complexities of the jewellery industry. The brand incubator helps to design and articulate commitments to sustainable sourcing.

Recently Vivien and the TDI team worked with a female-led jewellery brand with a mandate to source emeralds mined and polished in Pakistan.   We conducted a field-trip and identified two workshops that train and employ > 80% female skilled workforce in cutting and polishing gemstones.

The brand has now partnered with one of those suppliers for emerald and plans to develop their product range to accommodate other gem types that are cut by female lapidary initiatives from around the world.

TDI is dedicated to empowering women in the supply chain, whilst nurturing jewellery businesses the length and breadth of the supply chain who stand for sustainable development and show courage in their commitment to a better world.

"We are glad we approached TDI at the concept stage of our business. They quickly captured and articulated our brand values and marketing claims and then worked with us drafting suitable policies and procedures . They identified and researched potential suppliers, arrange a field trip and conducted due diligence on the mines and the lapidary workshops. Now, we have a closed-loop supply chain and a strong partnership with our supplier. As an expanding business, we've definitely benefitted from TDI's "360 degree perspective" and expertise and we continue to use their jewellers 'helpline' service for ongoing support when we need it . This was a real-life 'women's empowerment' project, brought to life by TDI" . Fiona Murray and Kate Gordos, Myne London.

TDI is working with CIBJO and the Coloured Gem Working Group to develop free tools and resources for the responsible sourcing of coloured gemstones, downloadable from an online platform.

Check press for details of launch dates.



Women's Jewellery Network

• The Women's Jewellery Network is the first global organisation designed to connect, grow and inspire women working in the jewellery trade. WJN is supported by a global cohort of Ambassadors in locations including England, Scotland, Wales, France, Belgium, Denmark, Israel and South Africa.
• For more details visit

Myne London

Myne London celebrates the beautiful Swat Valley Emerald in its exquisite collections of designs. We source the very best intensely coloured, natural stones from the magnificent mountains of Northern Pakistan.

Our jewellery is designed by Fiona Wellington.

We are proud to source responsibly and partner with projects who train and employ skilled women in gemstone cutting and polishing in the country of gemstone origin. We donate 10% of our profits to related foundations.

Vivien Johnston
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Tags:Womens Empowerment
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