Welcome to Jewell Purpose

We are dedicated to empowering people, passing on knowledge, and sharing how to live a sustainable life purposefully.

Jewell Purpose reflects the core values of Family, Empowerment, Environment, and Discovery. Through these values, it looks to support and encourage sustainable practices and share personal experiences. The current content focuses on working on a sustainable lifestyle and making informed choices to be part of the journey of NetZero by 2050.

Why Jewell Purpose Exists

The mission of this site is to share practical knowledge on making real, meaningful change—starting at the individual level. As consumers, we hold the power to influence the market, but navigating sustainability claims can be challenging. That’s why I’m here: to help you spot genuine eco-friendly practices and avoid falling for greenwashing marketing tactics.

Jewell Purpose is your guide to sustainable living. It’s a space designed to FEED your curiosity:

  • Find reliable information on sustainability.
  • Educate yourself on making eco-conscious decisions.
  • Empower your choices with transparency and clarity.
  • Drive change by supporting initiatives that truly make a difference.

Together, we can create a more sustainable future—one informed decision at a time.

Articles

Looking for research-based guidance and practical advice on making sustainable choices? I’ve compiled a collection of articles with technical insights for the everyday person. Discover actionable tips to help you be part of the energy transition.

More to Read

Navigating sustainability can feel daunting. To help, I’ve curated a list of insightful books, articles, and external resources that explore sustainable living from various perspectives. Discover expert advice, inspiring stories, and actionable tips.

Blog

Not every post is a formal research piece. My blog shares personal insights, lessons learned, and practical tips from my sustainability journey. Sometimes, the most meaningful stories are the ones you don’t realize will resonate—until you put them out into the world.

Making informed choices towards NetZero by 2050 is everyones responsibility. A series of good choices by everyday people will get us the rest of the way there!

April Jewell

With over 12 years of experience as a mechanical engineer in coal and gas-fired power stations, my career might seem at odds with a passion for sustainability. However, sustainability has always driven my approach to operational decisions and engineering design. I believe that meaningful change in Australia’s energy landscape starts from within — by working with major emitters to influence real progress.

For the past two years, I’ve been part of a dedicated Sustainability team, advocating for ambitious NetZero targets across Scope 1, 2, and 3 emissions by 2050. I’ve helped turn sustainability goals into actionable strategies through data-driven analysis and compelling business cases. This blog reflects my journey, sharing insights, challenges, and successes in driving change from the inside out and how individuals can make a difference.

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Contact Jewell Purpose

Do you want to know more, get involved, or request a topic? Get in touch with us using our online form.