The Jewelers Vigilance Committee (JVC) recently published an article with National Jeweler siting unethical marketing practices by jewelry companies trying to appeal to conscious consumers. Claiming that jewelry has "no environmental impact" is clearly greenwashing as even lab-created gems have some negative impact on the environment. One jewelry company boasted that their products were "fair trade" despite having no practices or policies in place to support the claim.

As consumers become aware of the devastating social and environmental impact of traditional jewelry, greenwashing is becoming more common.