Ready for PrimeTime

A customer in Fort Worth, Texas, was ready to pick up a pair of diamond earrings from his jeweler, but there was a problem. The night before, the man's wife had watched the PrimeTime Live broadcast linking diamonds to the civil war in Sierra Leone and now said she didn't want diamonds anymore. The jeweler responded by explaining the jewelry industry's efforts to solve the problem. In the end, the man left with the earrings.and a tennis bracelet to boot. This incident is unusual not because it ended well for the jeweler, but because the subject came up at all. The jewelry industry was prepared for unpleasant fallout from the PrimeTime Live show-easily the most negative piece about diamonds that had aired in years. But a cross-section of jewelers across the country told JCK they'd heard only a smattering of consumer comments about the program. And an overwhelming number of jewelers heard

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