Rooted in nearly 40 years of ethical craftsmanship, Alex Monroe’s jewellery design has a heartfelt passion for positive action and long-term impact. Blending timeless creativity with environmental stewardship, his brand has become a quiet force for good within the luxury space. In this exclusive interview, we reflect on Alex Monroe’s journey to winning the Positive Luxury 2025 Jewellery Award. From building enduring relationships with suppliers to inspiring loyal teams and customers, the brand leads with integrity and purpose. His story is a powerful reminder that true luxury lies in doing what’s right – and doing it beautifully.
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What inspired you to take part in the Positive Luxury Awards, and what does this recognition mean to your brand and team?
I’ve admired Positive Luxury for a long time because we share the same values. This might sound horribly arrogant but I also believed that we were doing a really good job! I initially applied because I think it’s important to take part, but when we were shortlisted I got really excited because I believe passionately in what we’re doing. Sometimes, if you really believe in what you’re doing and you’re super enthusiastic, it can be infectious!
Why is it vital for luxury businesses to implement long-lasting, meaningful change that benefits both people and nature, rather than temporary or ‘quick fix’ solutions?
I think just being around for a while answers that question. Next year will be my 40th anniversary of making jewellery. I don’t think I’d still be going strong if I didn’t take a long-term approach. Besides, I love making jewellery, right from the start I realised that to sustain that enthusiasm I’d need to be sure I wasn’t doing any harm along the way.
With the current economic climate putting pressure on many businesses, how have you upheld your dedication to positive change and resilience as core pillars of your strategy?
I think the one goes with the other. In tough times you just have to step up and do things better than everyone else. In a recent survey we saw proof of what I already suspected. Of course our designs are the most important thing to our customers, but our honest and sustainable approach is right up there too! Challenging times mean doing everything better.
How has your sustainability journey created value for both your internal teams and external stakeholders, from employees to consumers and investors?
One of the great things about younger people today is that they need their employers values to align with their own… or they’ll be off. There are many strands to our values, ethics, sustainability, transparency…and things like paying the bills on time, treating suppliers with respect while demanding high standards from them. We have suppliers who we’ve worked with for decades, and we have staff who have worked with us for decades. We don’t have investors so that probably makes all this much easier. We can stick to my values without any pressure from other people.
What role has Positive Luxury played in helping your brand navigate and shape the future of sustainable luxury, and why is collaboration with organisations like this essential moving forward?
This award is such a boost to us. We can work in a bubble. We do what we think is right, but to get confirmation from such a respected body as Positive Luxury is extremely affirming. It’s given us rocket fuel to carry on and to do better in the future!
DOWNLOAD THE 2025 WINNERS REPORT
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