About Reflective Images

Russell

Marek

Luis

Anna

Logistics

Customer
Support

Sales and
Account Mgr

Production
Manager

Gloria	Paulina	Chris

Jeweler	Jeweler	Jeweler

Connie

Helen

Marc

Tasha

CFO

Lead Designer
& Co-founder

Co-founder

Company Dog

Vision Statement

To create beautiful jewelry in a business that supports a world community where all collaborate in the nurturance of a sustainable, prosperous future.

Business Model

Reflective Images is a practical experiment in running a circle-based business.

"The purpose of a circle-based business is to benefit community, the interconnected web of life, through relationships that are nurtured by fair and equitable exchange. Every person inside and outside of the business is viewed as equal in their humanity."

This paradigm has becomes the basis for testing business decisions, ranging from how personnel are compensated to which suppliers are worked with. The goal is to create a life giving company that profits through a circle of mutually beneficial relationships in support economy, ecology and community.

The company's advocacy of principled jewelry production is expressed through its blog, the only of its kind in the jewelry industry devoted exclusively to educating the public and trade regarding the intricacies and challenges of ethical jewelry practices, from mine to customer.

Because there are no agreed upon standards for "fair trade" jewelry production, the company has opted for transparency and developed its own rating system which we call FRE: Fair, Responsible and Ecological. When you view an individual item on our website, click on the FRE tab and you will have our latest understanding of how the jewelry is sourced and fabricated.

History, Market and Production

Reflective Images was founded in 1995 by Helen Chantler and Marc Choyt, a husband and wife team. Helen does most of the designing and oversees production. Marc leads a website development team and handles marketing issues.

In addition to their web and catalog business, the company sells to about seventy-five jewelry stores around the country. They also regularly have designs in national mail order catalogs and sell in the premiums and incentive market. The company has a store and workshop located at 912 Baca Street in Santa Fe, NM.

The vast majority of the jewelry on this website is made by jewelers at their location using fabrication techniques that are indigenous to the American Southwest. The company out-sources sterling silver handmade chain and a select number of finished sterling silver items to a company that operates out of Bali practices fair and ethical labor and working conditions.

Employment Practices

The employees of Reflective Images receive three weeks paid vacation, paid sick leave, paid national holidays and work on flex time. The company covers 50% of health insurance and gives year end bonuses - typically over 5% of yearly wages. Reflective Images provides SEP retirement account for all eligible employees in the amount equal to 6% of annual wages. Hourly employees receive an hour paid lunch. Jewelers are paid by the piece. The company offers tuition for educational expenses. Employees also receive a "wellness" benefit, matching up to $75 a month for anything from gym membership to meditation retreats. Yearly wages range least 50% above Santa Fe, NM living wage ordinance of $9.50 an hour which is the highest minimum wage in the country.

The shop is racially diverse. Four countries of origin are represented: Chili, Guatemala, England the US. The owners of the company, who have both traveled extensively around the world, view different races and cultural background as a great strength in their organization.

Environmental Commitment

Reflective Images has state of the art jewelry making equipment and ventilation. They recycle as much as they can in- house and use chemicals that are not damaging to the environment whenever possible. All packing material is either from shredded junk mail or it's recycled from what is received from our suppliers. The gold and silver purchase for in house fabrication is entirely recycled. They pay extra for electricity which comes from wind and solar sources. The company also off-sets their carbon imprint with a Forest Guardians.

Mission Statement

This statement was developed in 2000. It has changed little over the years.

"Reflective Images, Inc. is a profitable, creative and self-sustaining jewelry company that produces beautiful designs of consistently high quality in a timely fashion. We strive to be environmentally responsible. People employed here are invested in the company's success. They are valued for their contributions and for who they are. The business' profitability supports each employee's humanity, wholeness and desire to lead meaningful lives."

Recent Awards and Recognition

In 2008, Reflective Images was again honored with the Excellence in Business Award offered by the City of Santa Fe and Chamber of Commerce for its business practices, contribution to the local community and the jewelry sector as a whole.
1995, 1996: Superior Supplier, OC Tanner Corp.* OC Tanner is the leading Premium and Recognition company in the world. They have over 300 vendors and name just three as superior suppliers. Reflective Images is OC Tanner's only supplier that has less than twenty employees.
1996: Finalist For Outstanding Community Business.* The Mayor and City Counsel of Santa Fe recognized Reflective Images in June, 1996 as one of Santa Fe's top five businesses, based on charitable contributions, job creation, diversity in the work place, wages, and benefit package.