Russell Simmons Launches ‘Green’ Jewelry Line

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 Africa." The Green Initiative’s mission is to raise funds for the DEF.

Hitting retail stores at the end of March, the line’s designs featuring diamonds, steel, and rubber have already made a statement in Hollywood. At the Academy Awards ceremony, Oscar winning actor Forest Whitaker wore the Los Angeles stainless steel and green rubber cross bracelet with laser engraved logo and diamonds. According to the company, the green bracelet, made of African green malachite beads and a rough conflict-free diamond, was also being worn by Beyonce, Naomi Campbell, Eddie Murphy, Penelope Cruz, Jon Voight, Chris Tucker, Gabrielle Union, T.I., and other celebrities.

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 Africa is also included with the bracelet.