Felicia Design: Sustainable by Design
Felicia Design: Sustainable by Design
The role small- and medium-sized enterprises have in sustainability is often overlooked. With SMEs accounting for more than 35 percent of Thailand’s GDP, their contributions are critical to overall efforts. This road is not always easy for smaller businesses to navigate. However, Felicia Design’s environmental and social responsibility journey proves it can be done.
For the Thailand-based jewellery manufacturer, ESG is a process dependent upon people and the company culture. Felicia Design has focused on small, achievable steps where immediate improvements can be made. This includes reducing waste, maintaining fair labour practices, transparent policies, and ensuring everyone at the company is invested in sustainability.
“Our employees are at the heart of sustainability efforts. We actively involve them through training, open discussions, and participation in initiatives that align with our values.” Ms Vibeke Lyssand Leirvåg, Felicia Design Founder & Managing Director, states. “By fostering a culture where sustainability is not just a policy but a shared responsibility, we ensure that every team member understands the impact of their work. Employees feel more invested in our mission when they see the positive effect of their contributions—whether through waste reduction or ethical sourcing.”
Employee investment is one aspect of this process. Connecting with others who can share knowledge is an invaluable resource to lean on.
“I’d emphasise the importance of networking. Joining organisations like foreign chambers of commerce or an industry organisation can provide access to insights, partnerships, and growth opportunities that might otherwise be difficult to find,” Ms Leirvåg explains. “A good network is key as learning from peers can accelerate progress.”
On the social responsibility front, Felicia Design has ongoing training programs for its artisans and employees to enhance skills and ensure a safe, ethical workplace. Recently, the company has partnered with the Royal Goldsmith College and has eight students from schools in Thailand undergoing dual vocational education at its factory.
“This is a small number compared to larger jewellery manufacturers, but I believe it is not about the number of students, but to showcase that SMEs can join the program and take an active role in creating opportunities and the future workforce,” Ms Leirvåg details.
Valuable decisions
According to Ms Leirvåg, the best decision Felicia Design has made was the decision to join Responsible Jewellery Council (RJC) certification. The process was challenging but ultimately rewarding as it confirms the company’s commitment to responsible sourcing and ethical manufacturing through the strict audit and certification process of RJC.
Another key milestone was Thai Coalition Against Corruption (CAC) certification, which aligned Felicia Design’s business with internationally recognised transparent business practices and sustainable principles.
“While certifications and industry memberships are invaluable for building trust and credibility,” Ms Leirvåg says. “Our RJC certification and CAC membership have positioned Felicia Design as a responsible and ethical manufacturer. These recognitions also open doors to partnerships with brands prioritising sustainability.”
Also important are regular third-party audits.
“It provides clarity for our team, ensures accountability, and helps us meet global compliance standards,” she explains. “Having well-defined policies has also strengthened our credibility with clients and partners, as they see our commitment reflected in actionable guidelines rather than just verbal commitments. Compliance and third-party audits are essential.”
Important investment
The cost of implementing sustainability and social responsibility initiatives in Thailand can be high. Meanwhile, certifications and industry memberships require an investment of time and resources. A lack of incentives often leads to SME’s doing the bare minimum to get by. However, not investing in these can prove even costlier for businesses.
“An increased global demand for sustainable products sets a clear path. It is not an option if you should or should not become sustainable or embrace ESG goals. If you want to be in business, in particular those who focus on exports, starting the journey now is a must. Businesses that take action now will be more competitive in the long run,” Ms Leirvåg proclaims. “For SMEs, I recommend viewing certifications not as costs but as strategic investments that enhance long-term business prospects.”
Finally, SMEs should not lose sight of the fact ESG is a journey. Each step is important, even if it seems small in light of the bigger picture. Ms Leirvåg adds, “Celebrate each achievement, small or large, and remember that it is a continuing journey for all, large and small!”
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