West End Collection

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West End Collection Sustainability Actions

Launched custom diamond portal

In 2025, West End Collection launched a Custom Diamond Jewellery Portal for jewellers. The portal links retailers directly with the factory design team and valuers, and it covers CAD design, rendering, pricing, casting, setting, and finishing in one place. The company says this setup is backed by local support. From a sustainability angle, the main relevance is that it may reduce extra steps in the design and production process, but the material does not give data on waste, energy use, or emissions.

Took 50% stake with Laxmi

In March 2025, Laxmi Diamonds bought a 50% ownership stake in West End Collection’s Australian operations. West End Collection says the new partner brings factory-direct jewellery production and access to rough diamonds through DTC Siteholder status, which means a company can buy rough diamonds directly from approved sources. The company also says the diamonds used are ethically sourced. This is a sustainability-related claim, but the page does not provide independent proof, traceability details, or wider sourcing standards.

Added custom omnichannel sales

West End Collection said it would add an Omnichannel feature to its jewellery portal. This lets jewellers show sample pieces in store while giving customers instant pricing for different metal and diamond options. The Georgini Jewellery Collection was also set to be available through the portal, including custom-made versions in gold or platinum. The sustainability link is indirect: a made-to-order model can sometimes help avoid overproduction, but the content does not say that this system was designed to cut waste or reduce environmental impact.

Offers sustainably made watches

The homepage describes one watch brand in the portfolio as sustainably made, with sustainable packaging and a giving-back program. This is the clearest product-level sustainability claim in the material. However, the page does not explain what makes the watches sustainable, what the packaging is made from, or how the giving-back program works. Because the claim is brief and not backed by extra detail, it should be treated as a limited disclosure rather than a full sustainability report.