JCK Talks to Russell Simmons

Let nobody say that the folks at JCK do not appreciate a good celebrity interview. Following the announcement of his "Diamond Empowerment Fund," JCK sat down with rap impressario — and the man behind the Simmons Jewelry Company — Russell Simmons:

On the "Blood Diamond" movie: I think the movie industry has a responsiblity to tell the truth. The film industry is full of smart, liberal creative people but this time they are lagging behind on the message. I've said I am disappointed that Warners Brothers has not changed their message … I know both Leonardo DiCaprio and Jennifer Connelly, they are committed people, they research everything … I am glad that Leonardo gave the right message regarding diamonds.

On what he would say to the diamond industry:  The most important thing is the messaging of diamonds. The way to sell diamonds is to promote transparency, so diamonds can really equal love, a higher kind of love. That's a better message than "I'm richer than you."

On whether rappers will still wear bling: I don't think people will take off their diamonds, when they find out they're empowering people. We're a small community, and we all have big mouths.

Simmons also said he hopes to possibly auction off one of his new "green diamonds" (from Botswana) at the next Oscars.

So that's it. I didn't say it was a long or revealing interview. Simmons kept being interrupted, and since the guy was literally just off the plane from his trip to Africa, we'll give him a break.

But I can say after watching his press conference and talking with him a bit afterwards, the guy definitely has an appealing soft-spoken manner.  By the end of the press conference, even Global Witness, which earlier said he was being "played," seemed charmed by him. (By the way, is there anything odder than a white English guy using street lingo?)

Anyway, there you have it, the first celebrity interview on the "JCK Voices" blog. Leonardo DiCaprio, this platform could be yours …  (We'll even take Ed Zwick!)

P.S. Even though Simmons Jewelry Company is an "affiliated company" of M. Fabrikant, the people there assured me that they are fine, and are not owned by Fabrikant (now in Chapter 11.)