Sustainable product literature has highlighted potential contradictions between luxury goods, known for their extravagance, and sustainability, known for its respect for the environment and society. Other research contends that luxury goods, when based on high quality and craftsmanship, can provide a solid basis for environmentally responsible messaging. Our research empirically tests facets of sustainable luxury within the pearl jewellery sector. We compared a range of environmental and non-environmental frames to gain an understanding of consumer value perceptions. Our results show that environmental frames do not diminish components of luxury such as value, quality and uniqueness. In addition, one of the environmental messages demonstrated statistically significantly higher claimed word-of-mouth communications compared to the non-environmental messages. Our research indicates that properly framed environmental messages may not diminish, and can enhance consumer perceptions of luxury value. In particular, evidence from this research suggests that sustainability messages that describe a direct link between production and positive environmental outcomes may create brand value within the luxury segment.