The Simmons Jewelry Company co-owners Russell Simmons and Kimora Lee Simmons and President, Scott Rauch, announced that the first creation from its new Green Initiative collection of conscious jewelry will be The Green Bracelet.
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 — and is already a favorite among celebrities such as Penelope Cruz, Paris Hilton, Beyonce, Gabrielle Union, Serena Williams, Eddie Murphy, T.I. and others.
With the purchase of a Green Bracelet, fifty percent of the net profits go to the Diamond Empowerment Fund to support educational programs in Africa where diamonds are a natural resource.
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.) — a non-profit organization, with a mission to raise money for educational programs to uplift the people and communities of Africa — and the Green Initiative.
“Our trip to Botswana and South Africa was a wake up call to take action to support the growth of these amazing people,” said Simmons. “The African people don’t want a hand out, they need a hand up. What better way to do that than to engage them in the world of business? It’s my intention for Simmons Jewelry Company to be an example to the jewelry industry that we can all benefit from giving back to Africa. I hope that one day, all the big companies have their own green lines and the good we’ve done as an industry will long lasting and deeply felt throughout Africa.”
“I am excited about this latest venture for Simmons Jewelry Company,” said Kimora Lee Simmons. “We have the opportunity to make a tangible difference in the industry and really impact a change. The collection not only looks great, but also serves a worthy cause.”
The Simmons Jewelry company calls the Green Initiative collection a unique combination of modern, traditional and inspirational hip-hop inspired jewelry — and is made of 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 $200 – $80,000.
With the sale of each piece of Green Initiative jewelry, twenty-five percent of net profits go to the D.E.F.
For more information on the Green collection and retailers carrying it, visit SimmonsJewelryCo.com.