earthbeat is advocating a shift in attitude inside the jewellery industry. It is seeking an integrated conception of value, which a piece of jewellery will have to correspond to in order to be seen as truly beautiful and valuable. Namely, when it meets both the highest aesthetic as well as ethical demands and thus does not damage people or the environment with its production and distribution. The earthbeat foundation aims to make visible and support the existing global efforts from the industry and organisations to move towards ethically mined gold. In doing so earthbeat is advocating the legal, secure, fair and environmentally friendly mining and the just marketing of gold.