Editor’s Note
**Editor’s Note:** This article examines the claims behind Bruna, a popular Austrian jewelry brand known for its sustainable image, following a report by “Fleisch” magazine that suggests the company’s practices may not align with its marketed values.
Bruna, a hyped Austrian jewelry label, is being debunked.
The magazine “Fleisch” has revealed that a trendy local jewelry manufacturer with a sustainable image apparently also just uses ordinary methods.
Jeweler, diamond ring and magnifier, hand inspect jewellery and jewel appraisal in workshop or store closeup. Worker with tool, quality check at desk and working, luxury and retail industry. (Getty Images)
It is a success story that goes roughly like this: A young couple, after completing their studies, goes on a world trip, brings back pearls from Tahiti (seconds) to Austria, makes jewelry from them, and founds their own label in 2019: Bruna. The pieces are sold through an online shop, where it is explicitly stated that they work with recycled precious metals, cooperate with small craft businesses, etc., thus acting sustainably and ethically. Additionally, the jewelry is said to be not only high-quality but also affordable. A story that catches on.
The article further details how the brand’s marketing heavily relied on sustainability buzzwords without verifiable certifications or supply chain transparency.