Simmons Jewelry Company Announces First Creation from its Green Initiative Jewelry
The green bracelet made from African natural
50% of net profits go back to Africa via diamond empowerment fund
NEW YORK, N.Y. – The Simmons Jewelry Company co-owners Russell Simmons and Kimora
Lee Simmons, along with President Scott Rauch, announce the first creation from
its new Green Initiative jewelry collection of conscious jewelry. The line was inspired
by a recent fact-finding trip to Botswana and South Africa taken by Russell Simmons
and a Simmons Jewelry Co. delegation to see how diamonds were empowering Africans
where they are a natural resource. Upon his return, Simmons and Simmons Jewelry
Co. announced the formation of the Diamond Empowerment Fund (D.E.F.) and the Green
Initiative. The D.E.F. 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 D.E.F.
The Green Bracelet, the first Green Initiative piece scheduled to hit retail stores
at the end of March, is already a must have item being worn by celebrities like
Beyonce, Naomi Campbell, Eddie Murphy, Penelope Cruz, Jon Voight, Chris Tucker ,
Gabrielle Union, T.I. and others. Made from native African materials - genuine green
malachite beads and a rough African conflict free diamond, the Green Bracelet embodies
the natural beauty of Africa and celebrates the resources this rich continent has
to offer. Each special Oscar Green Bracelet included:
- a Gem Certification & Assurance Lab (GCAL) certificate, insuring the 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 US Clean Diamond Act.
- a special DVD message from Russell Simmons with footage from his trip to Africa.
With the purchase of a Green Bracelet, fifty percent of the net profits go back
into Africa to support educational programs where diamonds are a natural resource.
As of March 1, the Green Bracelet will be available for purchase at www.simmonsjewelryco.com.
With the purchase of the Green Bracelet, which will sell at retail for $125, fifty
percent of the net profits go back into Africa to support educational programs where
diamonds are a natural resource. As of March 1, the Green Bracelet will be available
to reserve for purchase at www.simmonsjewelryco.com.
The Green Initiative jewelry collection is a unique combination of modern, traditional
and inspirational hip-hop inspired jewelry in stainless steel, green rubber and
diamonds. The line features the diamond encrusted Ohm Watch and Ohm pendant, as
well as bracelets, pendants, chains and rings priced from $250 - $80,000. Twenty-five
percent of the net profits of the Green Initiative jewelry collection will go to
the D.E.F. For more information and retail locations where the Green Initiative
jewelry collection is available, please visit www.simmonsjewelryco.com.
CONTACT: Jody Miller
JLM PR, Inc.