Simmons Launches Green Jewelry Collection

By JCK Online Staff -- JCK Online, 5/4/2007 9:53:00 AM

The Simmons Jewelry Company, co-owned by entrepreneurial couple Russell Simmons and Kimora Lee Simmons, announced the first creation from its Green Initiative 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 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 available as of April 1 at www.simmonsjewelryco.com, has been worn by celebrities like Penelope Cruz, Paris Hilton, and Beyonce. 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.

With the sale of each bracelet, 50 percent of net profits will go to the D.E.F. to support educational programs in Africa where diamonds are a natural resource, said a statement by the company. For the rest of the collection, 25 percent will toward D.E.F.

The Green Initiative collection is a 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 $200 - $80,000.