Case study · Fairmined, Alliance for Responsible Mining
A go-to-market strategy for responsible gold
Positioning an ethical-gold standard for the French luxury market, proof the same strategic craft works beyond tech.
The Fairmined Initiative, run by the Alliance for Responsible Mining, is a globally recognised standard for responsible artisanal gold. The challenge was commercial and cultural at once: how to position ethical gold for a French market where luxury, provenance and meaning all matter.
I ran a study of the European gold market to understand demand, players and the space for a responsible-gold positioning, then developed the go-to-market strategy to bring Fairmined to France, approved by Fairmined management.
It sits alongside earlier premium-brand work at agency level for Bentley Motors and Volkswagen Commercial Vehicles: range beyond B2B tech, into luxury and purpose-led brands.