In an industry notorious for its environmental harm and murky supply chains, Their Jewelry offers a radically transparent and sustainably made alternative. Founded by husband and wife, Lauren and Alexander Ludwig, the brand prioritizes sustainability, making it the foundation of its operations rather than a marketing tactic. Their Jewelry is the first company to partner with the Artisanal Gold Council—an organization that protects and improves conditions for small-scale gold miners.
Lauren and Alexander’s mission is also a personal one. “I have a metal allergy to anything copper or brass, and in so many jewelry companies that’s the base metal that they use,” Lauren says. “So I wanted to create a line that shied away from using those types of metals and things that are a common allergy to so many people,” Lauren says. Their Jewelry uses sterling silver for its base metals, and it doesn’t use the typical markup percentage that leaves customers saving up for months and even years.
“We wanted to create a brand that was genderless so people could swap and share pieces and really pass them on to whoever was interested,” Lauren says.
Lauren and Alexander are proof that founders can successfully balance a business that is both profitable and purpose-driven, while standing out against the competition.
Building a sustainability-first business model
Their Jewelry didn’t retrofit sustainability into its operations—it was built in from day one. The company is certified by 1% for the Planet and Climate Neutral, and it partners directly with One Tree Planted and the Artisanal Gold Council. “Without the support of these companies, the miners rely on mercury to refine the gold,” Lauren adds, which contaminates the air, water, soil, and exposes miners to hazardous conditions.
Taking care of the people and products they source has been important for Lauren and Alexander from day one. Lauren explains, “Because it was built in from the start, we didn’t have to adjust our pricing. … We priced accordingly, and we just wanted to make sure we were able to make the appropriate amount of money in order to give back.”
That kind of alignment—between values, pricing, and production—is what helps Their Jewelry stand apart.
Moving beyond “greenwashing”
Many companies claim sustainability credentials without meaningful action, a practice known as “greenwashing.” Their Jewelry recognized this problem early and committed to doing more. Lauren shares, “After about a year, we started hearing this phrase ‘greenwashing,’ and that people were just saying, ‘Oh, we’re recycled,’ and trying to show that they’re achieving sustainability when that wasn’t really the case.”
Rather than settling for surface-level claims, the brand highlighted meaningful certifications and partnerships. But, as Alexander emphasizes, their approach to sustainability differs fundamentally from competitors who use it primarily as a marketing lever. “Sustainability wasn’t ever meant to be a selling point,” he says. “If you go to our website, there’s not like some big header that goes, ‘This is all recycled.’ And you know, this is all that we’ve done. It’s just a part of our story.”
Their commitment to transparency includes acknowledging where they still have room to grow. “We’re gonna make mistakes like anybody else,” Alexander notes. “I always believe transparency is key with your customers. And as long as you’re open and honest and, like, here’s where we are at right now and here’s where we’re trying to go. I’ve always found that that is the best way to move forward.”
This honesty about their sustainability efforts creates a genuine connection between Their Jewelry and its customers, who appreciate realistic efforts over performative sustainability.
Building products that last
Sustainability also shows up in Their Jewelry individual products. Lauren’s design philosophy centers on timelessness: “I always try to create pieces to elevate that simple everyday look,” she says.
This emphasis on longevity directly supports sustainability. “We want these pieces to be something you can pass down or pass on to your partner,” Lauren says. “And no matter what your style is, you can find a place for these pieces in your everyday.” That timelessness discourages fast fashion habits and supports a longer product life cycle.
Adding a personal touch
In an age of automated marketing and impersonal customer experiences, Their Jewelry continues to personalize the shopping experience. Lauren still handwrites notes with each order, and fulfillment hasn’t been outsourced. “I want everyone to have a really special experience when shopping with us, and I want them to know how much their order and their hard-earned money means to us,” she says. “I have built this company to emulate how I would want to be treated and seen as a customer of another business.” That personal touch—paired with their mission—has sparked a loyal customer base and steady word-of-mouth growth.
In a crowded marketplace, Their Jewelry recognizes that claiming sustainability isn’t enough—it needs to be embodied by every aspect of the business. As Alexander puts it, “I believe your values will shine through. And if you’re doing something interesting and unique that is true and honest to you, that will resonate more often than not with other people like yourself.”
Growing with intention
Their emphasis on slow, steady growth has clearly paid off. Alexander says the company “has been growing 177% year-over-year, which is unbelievable.” Yet he cautions that impressive growth numbers can be misleading: “These numbers sound very sexy and great, but the truth is, it’s all just a math thing and you’re trying to make sure that the money in can produce more out, so you can continue to reinvest it in the company.”
Catch the full Shopify Masters interview to hear more about how Lauren and Alexander are scaling a sustainable business that doesn’t compromise on quality or ethics.
