In its initiative to promote sustainable jewellery Wal-Mart is sharing knowledge about the source of the metals used in the jewellery. The retailer has compiled a data bank of the entire supply chain from mining. processing, cutting and making for products in its Love and Earth Green jewellery line. It has become a pioneer in introducing such a service and in having information of the complete supply chain. The customers are required to enter the code of the jewellery onto a website and track the origins of the jewellery.

Wal-Mart’s intent of this effort is to promote transparency and maintain its stand of selling sustainable jewellery. It ultimately is looking at selling gold, silver and diamond jewellery from mines and manufacturers who abide by its sustainability criteria. It has set a target to cover 10 percent of its jewellery line as traceable for customers by 2010, and eventually to include diamonds and recycled gold and silver in the Love, Earth collection. The service was launched in July 2008.