Published
02 May 2023
Endeavour’s Ity gold worn at the Met Gala in New York
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In a world first, gold from our Ity mine in Côte d’Ivoire was worn by British-Ghanian actress and screenwriter, Michaela Coel, who co-hosted Vogue’s 2023 Met Gala in New York on 1 May. Coel, best known for writing and starring in the TV series I May Destroy You for which she won BAFTA and Emmy awards, wore jewellery specially created for this event by Ghanaian-British jeweller Emefa Cole using gold from our Ity mine, which is certified by the Single Mine Origin (“SMO”) initiative. SMO traces every ounce of gold from the accredited mines that produced it through the value chain to the final consumer. |
We are delighted and extremely proud to supply the gold worn so beautifully by Michaela at the Met Gala. I hope it does more to raise awareness of the importance of responsible mining. We know that consumers place high importance on the provenance of the products that they buy, and the SMO initiative is a critical step in providing the assurance that the gold they wear is fully traceable and ethically sourced to the highest standards
Sebastien de Montessus
President and CEO
SMO was established to provide confidence to consumers who buy gold products that they can trace the origin of the metal all the way back from the finished product to the mine where it was produced, in the knowledge that it comes from a responsible source with the highest environmental, social and governance standards. SMO comes with a QR code that show consumers where the gold in their jewellery or other gold products has come from, and the direct impacts of their purchase on local communities and environments. More than 2,000 jewellers are using SMO gold.
Our Ity mine was the first of Endeavour’s mines to join the initiative in 2021. Considering the powerful socio-economic impact we have in our host countries, we are pleased that SMO offers a new standard which recognises our efforts, giving Ity gold the differentiation it deserves on the international stage.
A special QR code was produced for the jewellery that Michaela Coel wore at the Met Gala, which you can visit here: https://singlemineorigin.com/pages/met-gala-2023
We are proud to have been part of an initiative that raises the profile of responsibly sourced gold on the global stage!
Please see a selection of media coverage from the event:
Vogue ‘Why Michaela Coel Is Dripping in Ethical Gold At This Year’s Met Gala’
Mining.com ‘Endeavour Mining Gold Makes it to the Met Gala’