Let’s be honest—shopping for jewelry is supposed to feel good. You fall in love with a gorgeous piece, you imagine the story behind it, and you feel just a little more yourself when you wear it. But these days, with so many brands throwing around terms like “sustainable,” “ethical,” and “eco-friendly,” it’s getting harder to tell what’s legit and what’s just… shiny marketing.

Welcome to the world of greenwashing.

If you’re not familiar with the term, greenwashing is when a company makes itself look more environmentally responsible or ethical than it actually is. In the jewelry world, this happens more often than you’d expect. The words sound great. The photos are dreamy. The vibe is conscious luxury. But behind the scenes? It’s not always as clean as they want you to think.

So how can you, as a smart and thoughtful buyer, spot greenwashing before handing over your hard-earned money? Let’s break it down.

First, watch out for vague language. If a jewelry brand says it’s “sustainable” or “ethical” but doesn’t explain how, that’s a red flag. Real ethical brands are specific. They’ll tell you where their materials come from, whether their diamonds are lab-grown or conflict-free, and who actually makes their pieces. It’s not enough to throw “responsible” into a product description and call it a day.

Another clue? The brand’s website. A truly transparent company will usually have an entire page—or several—dedicated to explaining their sourcing, materials, and labor practices. They might tell you about their mine-to-market process, or how their lab-grown diamonds are created with renewable energy. If all you see is a pretty homepage and a vague promise of “eco-conscious elegance,” start asking questions.

Next, check for third-party certifications. This might sound boring, but it’s actually one of the best ways to tell if a brand is walking the talk. Look for credentials like the Kimberley Process (for conflict-free diamonds), SCS Global Services (for lab-grown diamond sustainability), Fairmined or Fairtrade Gold, or B Corp Certification. These aren’t just fancy badges—they require companies to meet strict ethical and environmental standards. If you don’t see any certifications mentioned, that doesn’t mean they’re necessarily greenwashing, but it’s worth looking closer.

Another thing to consider: scale. Some big-name brands might claim sustainability, but when they’re producing tens of thousands of pieces every month with unclear sourcing and limited transparency, it’s fair to question how ethical they really are. Mass production isn’t always a deal-breaker, but it often signals that profits are the priority—not people or the planet.

Also, don’t be fooled by add-ons that are meant to sound eco-conscious but don’t address the core issues. For example, a brand saying “we plant a tree for every purchase” sounds lovely—but if the jewelry is made with unethically mined materials or under poor labor conditions, the tree doesn’t make up for that. The heart of sustainable jewelry is about responsible sourcing, fair labor, low-impact production, and transparency. Anything else is just garnish.

One sneaky tactic I’ve seen a lot is the use of recycled metals or diamonds being used as a blanket statement. Now don’t get me wrong—recycled gold is great. But if a company says “this ring is made with recycled gold,” and then says nothing else about their production process, it might just be smoke and mirrors. Look at the full picture: what about the gemstones? What about the labor? What about packaging, shipping, energy use? Real sustainability considers the full lifecycle of a piece.

So what can you do as a shopper? Start by picking a few questions you care about most. Maybe for you, the most important thing is knowing the diamond was responsibly sourced. Maybe you want to support brands that pay fair wages or use recycled materials. You don’t need to investigate every little detail—you just need to be mindful and ask the right questions.

And here’s the good news: more and more brands are getting it right. There’s a growing number of women-led, independent jewelry companies that are truly transparent, truly sustainable, and truly committed to changing how the industry works. They’re often smaller, more intentional, and more connected to their materials and their makers. Supporting them not only gets you a beautiful piece—it supports a better system.

At the end of the day, you don’t need to be perfect to shop better. Just being aware of greenwashing and knowing how to spot it is already a huge step forward. So next time you’re browsing, take a second to pause and look beyond the buzzwords. Ask a question. Read the about page. Look for proof. And remember that style and substance? They can go hand in hand.