In a bid to raise money for communities in Africa, Simmons Jewelry Company, owned by Russell and Kimora Lee Simmons, is launching the Green Initiative. A portion of the jewelry line proceeds will benefit the Diamond Empowerment Fund (DEF).
According to the company, the DEF is an "international, non-profit organization with a mission to raise money for educational programs to uplift the people and communities of
Hitting retail stores at the end of March, the line’s designs featuring diamonds, steel, and rubber have already made a statement in
Twenty-five percent of net profits from the Green Initiative collection will go to the DEF, while fifty percent of net profits from the line’s green bracelet piece will go to the fund.
Each special Oscar green bracelet included a Gem Certification & Assurance Lab (GCAL) certificate, insuring diamonds are conflict free. GCAL, with its Source Veritas service, gives buyers the assurance that the diamond originated from a Kimberley Process compliant company and complies with the 2003 U.S. Clean Diamond Act. A special DVD message from Russell Simmons with footage from his trip to
The Green Initiative collection features the diamond encrusted Ohm Watch and Ohm pendant, as well as bracelets, pendants, chains and rings priced from $250 to $80,000.