Bijouterie et joaillerie éthiques en France: Métamorphoses linguistiques et stratégies sémio-communicationnelles des marques durables

The rise of ethical French jewellery and watchmaking brands in recent years is a tangible response to the environmental and social challenges faced by the traditional sector. At the same time, they have adopted sustainability-focused terminology and introduced concepts like 'recycled gold' or 'responsible jewellery' to meet the increasing consumer expectations for ethics and transparency. This evolution largely relies on semiotic and communicational strategies aligned with the principles of Corporate Social Responsibility (CSR) and green marketing. This study examines a collection of digital promotional discourses from the websites of leading brands in the industry using social and pragmatical terminology, semiotics, and communications approaches. The aim is to explore lexical innovations and discursive strategies specific to eco-responsible jewellery. The analysis highlights the emergence of a new sociolect and the lexical processes redefining the traditional vocabulary of jewellery-making, while also shedding light on the narrative and semiotic strategies used to showcase brands' ethical and environmental commitments. This study thus underscores the growing integration of the ethical dimension as a strategic lever, contributing to the transformation of values and practices within the luxury industry. This study thus underscores the growing integration of the ethical dimension as a strategic lever, contributing to the transformation of values and practices within the luxury industry.