Vivien Johnston

They say you have to suffer for beauty, but Vivien Johnston would disagree! She has set up Fifi Bijoux, an ethical jewellery company, with the express purpose of ensuring that all the precious metals and stones she uses in her pieces are sourced from countries where human rights are respected and the environmental impact of mining is minimised.

Vivien spent several years working in the jewellery industry before she decided to branch out. Experience taught her that despite political efforts to curb the trade in so called ‘blood diamonds’, the raw materials for the industry were still being imported from countries where conflict existed.

When Vivien was commissioned to make an ethical wedding ring it seemed like a natural step to think about creating a business plan for a whole range of ethical jewellery. The initial commission came from a man who was himself an entrepreneur and political figure, so he was able to help and advise her on how to develop her strategy.

Working as head of design for a large jeweller taught Vivien to be innovative and to encourage innovation amongst her staff, but the actual mechanic of setting up in business was a new experience for her. Raising the funding to create her first collection meant tapping into every possible resource, and for help and advice she approached her local Business Gateway Service. With the company still in its infancy Vivien is very realistic about how much hard work she has ahead of her: “I can’t afford myself the conceit that I have overcome the skills I lack. I just work round them. I learn constantly”.

In 2006 Fifi Bijoux launched its first collection which was showcased at London Fashion Week in 2007. Although Vivien refuses to class herself as a success as yet, the range has generated a great deal of media interest and she is on the road to achieving her long term aim of making Fifi Bijoux the ethical equivalent of Louis Vuitton.