We look back on 2025 as a year of deep commitment and strengthened efforts within traceability and responsibility.
From re-engineering our packaging program and investing in Sustainable Aviation Fuel to progress in sourcing and gemstone traceability, discover the key highlights that defined our progress in 2025.
Key highlights from 2025, explained
Our responsibility strategy is only as strong as the people behind it. Strong internal engagement is therefore critical to success. In 2025, we launched a company-wide Responsibility Program through Sana, our AI-based training platform. This initiative ensures that responsibility isn’t just a policy, but a core part of our daily operations as we scale. This goes beyond training alone, focusing on embedding responsibility into everyday processes and policies across departments.
By embedding social, environmental, and governance standards directly into our onboarding and continuous learning, we aim to empower every team member to lead with accountability. These rigorous standards are also integrated into our individual objectives and internal governance.
8.5% total emission reduction driven by transport, packaging & travel
As we continue to grow, we inevitably expect our total emissions to increase as we scale. Against that backdrop, we are proud to see that our total emissions once again decreased through 2025.
This year's total emission reduction is primarily a result of targeted actions connected to two of our most material emission drivers linked to volume and scale: transportation and packaging. In addition, our main driver of emissions in 2024, business travel emissions, was lower in 2025.
During last year, we redesigned our packaging programme, not only to elevate the design, but with an explicit aim of reducing emissions. Although launched mid-year, this contributed to lower total emissions in 2025, with 6% lower emissions related to packaging compared to 2024.
The decrease in transportation emissions is linked to expanded investment in Sustainable Aviation Fuel through the DHL GoGreen Plus program, which enabled us to reduce transportation emissions. This is despite significant growth in distribution volumes, resulting in 17% lower emissions related to transportation compared to 2024.
A single air shipment naturally can not be fully climate-neutral in itself. However, the companies that take part in investing in SAF can reduce up to 100% of their share of air emissions within the logistics network through a book-and-claim system. Read more
In addition, we maintained the same level of business travel activity despite significant business growth during the year. Combined with a decrease in emission factors related to business travel in 2024, this resulted in a 30% reduction in travel-related emissions in 2025.
28% reduction in intensity-based carbon emissions
As our total emissions decreased through 2025, we saw a reduction in intensity-based emissions (tCO2e per NOK million revenue), demonstrating reduced emissions relative to revenue.
Intensity-based emissions decreased from 2.13 tCO2e per NOK million in 2024, to 1.52 tCO2e per NOK million in 2025, representing a 28% reduction.
Packaging emissions decreased by 6% from 2024
The complete re-engineering of our packaging programme was one of the most interesting emission reduction measures implemented during the year. Despite purchasing packaging items for significantly more jewellery units and shipments, total packaging emissions decreased by 6% compared to 2024.
The centrepiece of this transition is our new jewellery box, marking a shift of the core material from recycled plastic to 100% recycled aluminium.
Committed to 100% reduction of our emission share in the DHL network in 2026
We partner with DHL to invest in Sustainable Aviation Fuel (SAF), helping drive demand for recognized alternatives to conventional aviation fuel within a global supply chain. In 2025 we invested in SAF corresponding to 58% emission reduction in B2C and 17% in B2B deliveries. From January 2026, we now invest in Sustainable Aviation Fuel to reduce 100% of our share of air emissions in the DHL transport network, corresponding to the full scale of our jewellery shipment emissions.
The new partnership further cements our shared commitment to drive demand for recognized alternatives to conventional aviation fuel within a global supply chain.
Fully transitioned to using lab-grown diamonds
In 2025, we took a conscious step in our responsibility journey by transitioning to only produce pieces featuring SCS-007 certified lab-grown diamonds, marking a major milestone in material sourcing.
While mined diamonds have a rich history, their path from deep within the earth to a finished piece of jewellery is at times both complex and difficult to trace. Furthermore, mined diamonds depend on the extraction of virgin natural resources. By choosing diamonds created above ground, we alleviate this, reducing the need for virgin materials.
Fully transitioned to using 100% traceable larvikite
Larvikite is a Norwegian natural stone, quarried in the Larvik region and deeply rooted in Norway’s geological history and architectural heritage. In 2024, we introduced Larvikite sourced from the Lundhs quarry as our first mine-to-market collection with full traceability. In 2025, this initiative was scaled across our entire Larvikite assortment, and we now use only 100% traceable Larvikite sourced directly from the Lundhs quarry in Larvik, Norway.
We are proud to work with Larvikite that originates as a by-product of quarrying at the Lundhs quarry in Larvik. Rather than treating this as waste material, we recognise its inherent qualities and long-standing significance within Norwegian craftsmanship and design.
