The initiative involves more than 200 employees from the brand’s Chennai branches, with backing from the company’s total workforce of 1,600
Chennai: Evaglow Diamonds, the lab-grown diamond brand from the house of AVR Swarna Mahal Jewellers, has launched an ambitious conservation project, aimed at protecting the Olive Ridley Turtles along the shores of Chennai and Pondicherry. This initiative underscores the brand’s commitment to sustainability in the larger context and elevates it in the eyes of customers who care about the environment.
The initiative was launched just days after news reports surfaced that nearly 1,000 Olive Ridley turtles had perished due to a lack of timely intervention. In response, the brand pledged immediate action, making it long-term commitment. “Evaglow Diamonds has committed to sustaining this initiative for as long as necessary, ensuring the safety of these vulnerable marine creatures during their nesting season. The Olive Ridley turtles return to the shores of Chennai and Pondicherry annually to lay eggs, which hatch after approximately two months. The company’s primary goal is to provide a safe environment for the turtles during this critical period,” said AVR Siddhant, Director, AVR Swarna Mahal Jewellers.
The initiative involves over 200 employees from Evaglow Diamonds’ Chennai branches, with backing from the company’s total workforce of 1,600. Volunteers will focus on cleaning beaches, reducing waste accumulation, and providing a secure nesting ground for the turtles.
Evaglow has also partnered with an NGO that operates under the guidance of the Forest Department. “The NGO will provide 24/7 monitoring of nesting sites, ensuring that the eggs remain undisturbed, and the hatchlings safely reach the ocean,” said Siddhant, adding that the initiative has garnered support from the local government.
In addition to cleaning up nesting sites, the jeweller is also launching an awareness campaign where employees will carry placards advocating against plastic waste and beach littering, highlighting the importance of individual actions in preserving marine ecosystems. An educational outreach programme, with drawing competitions in schools and colleges across South India to raise awareness about marine conservation, is also on the cards, in addition to in-store displays and PR campaigns to highlight the effort.
The brand is also ensuring customer participation in the conservation effort. “For every purchase made, customers will receive a certificate acknowledging their contribution to the protection of the Olive Ridley turtles,” AVR Siddhant commented, adding that a major highlight of the initiative will be the ‘Turtle Walk’ – an event scheduled for two months after the nesting period, when hatchlings begin their journey to the ocean. Customers who have contributed to the initiative will be invited to participate, witnessing firsthand the crucial steps taken to protect the hatchlings from predators and environmental hazards.
In Orissa, beaches are temporarily closed to protect nesting turtles. While Chennai’s beaches are not entirely closed, adherence to conservation guidelines is critical to ensuring the success of the initiative, AVR Siddhant said.
For Evaglow Diamonds, the initiative is an extension of their broader commitment to sustainability. As a company specializing in lab-grown diamonds, it emphasizes ethical sourcing and environmental responsibility. Unlike traditional diamond mining, which can have adverse ecological impacts, lab-grown diamonds offer a conflict-free and environmentally friendly alternative.
“We don’t just sell jewellery; we promote sustainability,” commented AVR Siddhant. “If our steps can help protect the earth, why not take them? Our initiative aligns with our ethos of environmental responsibility, and we hope to inspire others in the industry to join us.”
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
