The European Union has adopted a new Packaging and Packaging Waste Regulation (PPWR, Regulation (EU) 2025/40) that replaces the old directive and, being a regulation, applies directly in every member state. For jewellery and costume-jewellery brands, this means reviewing how your packaging is designed and made. Here are the essentials.
What is the PPWR and when does it apply?
The PPWR sets common requirements to make all packaging on the European market more sustainable. Most of its obligations start to apply from August 2026, with further staggered deadlines after that. It affects any company placing packaging on the EU market, including those that import their boxes and cases.
Key requirements for jewellery packaging
- Recyclability: packaging will need to be designed to be recyclable.
- Minimisation: reduce unnecessary weight, volume and layers (less over-packaging).
- Recycled content: targets for recycled material, especially in plastics.
- Restricted substances: heavy metals (lead, cadmium, mercury and hexavalent chromium) must stay below 100 ppm in the packaging.
- Labelling and reuse: harmonised marking and, in some cases, reuse targets.
What you can do as a brand
- Prioritise recyclable and sustainable materials (recycled cardboard, FSC paper, water-based inks).
- Simplify your design and avoid superfluous layers.
- Ask your suppliers for conformity documentation (composition and absence of restricted substances).
A compliance checklist for packaging importers
The PPWR applies from 12 August 2026. If you import your boxes and cases and place them on the EU market under your own brand, you act as the product’s responsible party. Run through these points:
- Heavy metals: the sum of lead, cadmium, mercury and chromium VI in the packaging must not exceed 100 ppm.
- Recyclability: design packaging to be recyclable (separable materials, no needless lamination).
- Minimisation: keep weight and volume to the minimum needed to protect the piece.
- Technical documentation and EU Declaration of Conformity: keep a technical file for each pack.
- Material marking: state the composition to make recycling easier.
- Extended Producer Responsibility (EPR): check your registration in every country where you sell.
Not sure where to start? Choosing sustainable jewellery packaging with recycled, certified materials takes you halfway to compliance.
Our commitment
At My Jewel Boxes we work to offer packaging aligned with the new regulation: sustainable options, controlled materials and guidance. Questions about your packaging? Get in touch and we’ll help you get your brand ready.
This article is for information only and is not legal advice; consult the official text of Regulation (EU) 2025/40 for the details that apply to your case.