Finley's Sustainable Transformation with Calico



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"Partnering with Calico transformed the way we approach sustainability in our business. It was the key to balancing our ethical commitments with commercial success."


Finley, a DTC jewelry brand, had built its reputation on crafting exquisite pieces that embodied both luxury and ethical responsibility. Despite their success, Finley faced a critical challenge in furthering their commitment to sustainability. The brand was determined to integrate recycled gold into its offerings but struggled to find a source that met their high standards for both quality and environmental responsibility. Moreover, managing their unused inventory in an eco-friendly, cost-effective way was an ongoing challenge.

The Challenge

Finley's key challenges in its pursuit of enhanced sustainability included:

  1. Sourcing High-Quality Recycled Gold: Finley knew that they could not sacrifice the quality of their products in favor of recycling. Finding a reliable source of recycled gold that adhered to their strict quality and ethical standards was a significant hurdle.
  2. Eco-Friendly Inventory Management: Efficiently managing and recycling unused inventory while minimizing environmental impact was a complex task.
  3. Cost Management: Customers were used to paying a certain price for Finley products and although they were willing to pay slightly more for recycled products, Finley wanted to integrate sustainable practices into their business model without incurring prohibitive costs for them or their customers.

The Solution

Calico's Recycled Gold Program provided a holistic solution to Finley's challenges:

  1. Reliable Supply of Recycled Gold: Calico’s factory network included multiple options for recycled gold and ensured a consistent supply of high-quality, ethically sourced recycled gold that met Finley's high standards for luxury jewelry.
  2. Sustainable Inventory Management: The program included a mechanism for Finley to recycle unused inventory, reducing waste by reclaiming valuable materials. This had the added benefit of reducing the environmental impact of Finley’s products by allowing them to use less newly mined gold.
  3. Improved Cost Efficiency: Reclaiming gold from unsold inventory and recycling it into new pieces allowed Finely to ethically produce new products and generate significant cost savings by reducing raw material expenses.
  4. Enhanced Brand Reputation: This initiative reinforced Finley's commitment to sustainability, strengthening their brand image and appeal to environmentally conscious consumers.


The collaboration with Calico marked a pivotal moment in Finley's journey towards sustainability. By addressing their challenges through the Recycled Gold Program, Finley not only achieved their environmental goals but also enhanced their operational efficiency and brand image. This unlocked retail partners for them and grew their wholesale business 60% in under a year. Their story shows how ethical commitments can be aligned with financial incentives that lead to business success, setting a new benchmark in the jewelry industry.

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