An Ounce of Prevention

I am sick and tired of the celebrity thing. Who anointed Hollywood actors, directors, producers, and writers arbiters of taste, morality, and political philosophy? The answer is: We did! Recently, I had the opportunity of seeing the promotional clip for the film Blood Diamond, starring heartthrob Leonardo DiCaprio. As a fan of action/adventure films, I was disappointed in the film clip. As a member of the jewelry industry, I was happy to see that the promotional effort wasn't terribly well done. In my view it was not a compelling reason to see the film. My hope is that Blood Diamond fizzles as badly as The Da Vinci Code. Only time will tell. JWT and the Diamond Trading Company, however, were wise to take a proactive approach to Blood Diamond. They made a substantial effort to put the history of conflict diamonds into perspective in response to the release of this film. From a factual

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