July 17, 2008 - Wal-Mart has launched a new line of "traceable" jewelry in what the retail giant calls a "first step" toward selling only gold, silver, and diamond pieces that meet certain criteria for environmental and social responsibility.

Called Love, Earth, the new line has been developed in partnership with the non-profit, Conservation International (CI). The retailer is also working with suppliers Rio Tinto, Newmont Mining Corporation, and Aurafin, which the retailer says have already displayed social and environmental leadership in the industry.

"With its considerable influence, market reach, and commitment to sustainability, Wal-Mart has brought together like-minded suppliers, mining companies, and conservation partners to work together to build a traceable jewelry supply chain at an impressive scale," says Dr. Assheton Stewart Carter, senior director of business policies and practices at Conservation International.

To increase the line's transparency, Wal-Mart has created a website where consumers can trace their jewlery "from mine to market." Customers can see exactly who contributed to the making of a particular piece of jewelry and learn more about sustainable mining and manufacturing procedures.

Over the next two years Wal-Mart intends to have 10% of all its jewelry meet the Love, Earth standards.

Wal-Mart is looking to improve the sourcing of its wood products as well. The company recently pledged to phase out illegally harvested timber from its supply chain and buy more wood products from credibly certified sources.