The ‘No Dirty Gold campaign’ which so far has 57 members to its list has now signed a commitment with three leading jewellery retailers - Sears Holdings, Ultra Stores and Blue Nile, reports say. The No Dirty Gold campaign communicates and aims to achieve sustainability and ethnical sourcing on gold, reports say. The three retailers signed the No Dirty Gold campaign’s Golden Rules, and are committed to choosing cleaner sources of gold and precious metal, which do not harm human rights and the environment.

Reports add that there is a growing awareness amongst consumers about irresponsible gold mining and the harm caused to human rights and the environment. Jewellers are consciously looking for ethical and sustainable sources of precious metals, to win over consumer confidence.