Crystal Auras, an ethical crystal and jewellery retailer based in Enderby, Leicestershire, has been named a finalist in The Customer Loyalty Award at the Lloyds British Business Excellence Awards 2026.
Founded in 2020 by Nyree Brough, a breast cancer survivor, certified crystal healer and former corporate data analyst, the business sells crystals, jewellery and spiritual tools to an international customer base. What began as a personal healing project has become, the company says, a mission to bring transparency, ethical sourcing and genuine education to a market that has traditionally offered little of any of them.
Sourcing that customers can trace
The UK crystal and wellness trade is largely unregulated, and Crystal Auras describes much of it as dominated by anonymously sourced products with no traceable supply chain. The company positions itself against that norm. Brough audits suppliers in person and visits mines herself, including the Herkimer Diamond mines, collaborating with industry experts along the way. Every crystal is consciously sourced, every supplier personally vetted and every price set to reflect true market value, according to the business, which also refuses to take part in Black Friday or discount cycles because, it argues, fair pricing reflects fair pay at every stage of the supply chain.
That stance carries independent endorsement. Crystal Auras is a recommended company of the International Amber Association, a status the business says is held by only a small number of firms worldwide recognised for ethical practice in the gemstone industry.
A community built on live selling
Customer loyalty is cultivated in real time. The retailer holds live selling events every Sunday, Monday and Tuesday evening and broadcasts directly from international trade shows, including the JOGS shows in Tucson and Las Vegas, Sainte-Marie-aux-Mines in France and Amberif in Poland, bringing world-class gem events to customers who could never attend themselves. That approach has built a following of more than 158,000 on Instagram, which the company reports is more than ten times the audience of its nearest ethical UK competitor, alongside 100 monthly community subscribers. The company’s website also carries a free education hub and crystal guides, in keeping with its stated aim of making crystals accessible to all.
The business reports 361 five-star Google reviews, describing the record as perfect. In 2022 Brough was invited to collaborate with luxury skincare brand REN Skincare on ethical crystal sourcing, and in 2025 the company won Best Social Media Customer Service at Business Awards UK.
On the shortlist
The Customer Loyalty Award recognises businesses that turn customers into long-term advocates, and this year’s finalists were announced in July 2026. Winners of the Lloyds British Business Excellence Awards will be revealed at a ceremony at Grosvenor House, Park Lane, London on 10 November 2026. More on the business can be found at crystalauras.com.
