Wal-Mart Stores Inc’s. new jewellery collection entitled Love, promotes consumer awareness of sustainable metals and jewellery. Love is crafted as a fine-jewellery collection with 100 percent traceable gold and silver. This is the beginning of the retailer’s initiative to ensure all gold, silver and diamonds used in jewellery sold in its Wal-Mart Stores and Sam's Club locations, meet its sustainability standards.

As of now, Wal-Mart is targeting to have at least 10 percent of its jewellery offerings meet this standard by 2010.

The retailer has entered into partnership with industry suppliers like Rio Tinto and its Kennecott Utah Copper (KUC) Bingham Canyon Mine in Utah, Denver-based gold manufacturer Newmont Mining Corp. and Aurafin, a jewellery manufacturer in Tamarac, Fla. Wal-Mart intends to inciorpoarte diamonds into its Love and Earth collections, by introducing more partners in its ventures. The Earth collection is crafted in 10-karat gold and sterling silver; the Sam's Club collection from 14-karat gold and sterling silver. Items like fashion pendants, hoop earrings, bangles and fashion beads are retailed in the Earth line. The two lines are retailed at Wal-Mart and Sam's Club stores, and through the internet on Walmart.com and SamsClub.com.

Stengthenign its commitment towards sustainable jewellery and building onsumer confidence, Wal-Mart has created the facility to allow consumers to gain a virtual trip of the mines and manufacturing hubs of the Earth and Love lines, and to learn about the environmental practices of that mine.