MAO introduces ethical jewelry model in Chile

Chilean startup MAO is positioning itself as a leader in the ethical luxury market by becoming the only company in the country authorized to commercialize metals under the international Fairmined® standard. Co-founded by Claudia Carvallo and Manuel Ahumada, the firm utilizes gold from artisanal mining that avoids toxic chemicals and ensures fair payments to local communities.

The company employs a demand-based business model with 100% local production in Santiago to optimize costs and eliminate dead inventory. This approach allows MAO to meet the growing consumer demand for social and environmental responsibility without passing excessive costs to the buyer. According to GfK research, over 80% of Chilean consumers expect brands to commit to social and environmental causes, though they remain price-sensitive regarding ethical premiums.

In addition to Fairmined® gold, MAO focuses on natural diamonds with traceable origins, ensuring a transparent supply chain from regulated mines to the end consumer.