In Conversation With: Mira Wiesinger

Sustainability Beyond Materials: The Power of Education

At AKIND, we prioritize recycled gold and lab-grown diamonds to minimize environmental impact. But as Mira points out, the conversation doesn’t stop there.

“Using recycled gold and lab-grown diamonds is, of course, a noble act. However, it is probably just as important to educate customers and ‘train’ them to a certain extent,” she explains. While consumer awareness is growing, many people still don’t question where their jewelry comes from. “Constant communication on this topic is key. Only when people make informed decisions does it push the industry - big and small brands alike - to take sustainability seriously.”

Timelessness & Versatility: The Built-in Sustainability of Fine Jewelry

Unlike fashion, which moves at an exhausting pace, fine jewelry is inherently different. “Jewelry is something that should accompany us for decades, perhaps even generations,” says Mira. The slower evolution of jewelry design, combined with its reparability and lasting value, makes it a sustainable investment.

At AKIND, we focus on creating pieces that stand the test of time, both in style and durability. As Mira notes, “Most jewelry can be easily repaired if it breaks or reworked if it no longer appeals. It always retains a certain monetary value, not to mention the emotional significance attached to it. This is what makes jewelry so valuable - and sustainable.”

Lab-Grown Diamonds: A Democratization of the Market

The rise of lab-grown diamonds has made a significant impact on the jewelry industry, not just for ethical reasons but for accessibility as well. “It’s a good feeling to know that your consumer choices are not at the expense of mankind and nature,” Mira says. “Lab-grown diamonds are also much more affordable than mined ones, making high-quality jewelry more accessible and inclusive.”

And here’s an interesting design insight: because mined diamonds are artificially kept scarce to maintain their value, jewelers often play it safe with their designs. “With lab-grown diamonds, designers have more freedom to be creative and try something new,” she notes. It’s not just about affordability - it’s about expanding the artistic boundaries of fine jewelry.

Transparency: Building Trust Through Honest Communication

Transparency is at the heart of AKIND’s philosophy, and Mira emphasizes its importance in today’s industry. “Getting answers without having to ask questions first is a great plus from the customers point of view.” she says.

With so many brands to choose from, standing out means making it easy for customers to trust your practices. “I truly believe a transparent supply chain is essential today. Customers have a lot of choice these days thanks to the internet, so it's crucial that you stand out from other brands and make it easier for consumers to make a purchase decision.”

Avoiding Greenwashing: What to Look for in Sustainability Claims

With sustainability becoming a buzzword, how can consumers separate genuine efforts from marketing spin? Mira advises a critical approach: “We should look for established terms - and also question them.”

For example, some companies use labels like ‘green gold,’ but what does that really mean? “Does the gold come from small-scale mining? Is it recycled? … It's a complex issue and just because companies call themselves sustainable doesn't automatically mean they really are.” Her bottom line: “You should always remain curious and critical.”

Luxury That Lasts: Quality as a Form of Sustainability

“For me, luxury is always something that can be repaired,” Mira states. Unlike clothing, which wears out, fine jewelry can last a lifetime with proper care. “Gold, in particular, is a safe investment. The increasing gold price proves that.”

She also highlights an interesting industry insight: “Jewelry was one of the few sectors that didn’t suffer during the pandemic. Jewelry carries weight - both literally and metaphorically.”

The Evolution of Luxury: A Clear Conscience as a Status Symbol

Mira notes that today’s consumers are redefining luxury. “A product no longer feels luxurious if we know it was made under poor conditions or harmed the environment,” she says. Luxury without ethics? It’s simply not attractive anymore.

How Small Brands Drive Big Change

Sustainability in fine jewelry isn’t just an individual commitment - it’s an industry-wide movement. And it often starts with smaller brands like AKIND.

“Pioneering work is exhausting. It takes time, money, and effort,” Mira acknowledges. “The big brands don’t always want to invest in this upfront, but they eventually follow trends.”

Her favorite analogy? “An avalanche starts with single snowflakes. It takes time for momentum to build and for real change to happen.”

At AKIND, we’re proud to be part of this movement - one timeless, responsibly made piece at a time.