Eco Diamonds Are a Girl's Best Friend

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The Today Show Features Brilliant Earth, Leading Purveyor of Conflict Free Diamonds, for Segment 'Going Green This Valentine's Day'

Brilliant Earth, http://www.brilliantearth.com, the leading purveyor of conflict free diamonds and gemstones, is an ideal gift for the eco conscious valentine this Valentine's Day. The Today Show today featured Brilliant Earth on a segment titled, 'Go Green for Valentine's Day.' Green expert and contributing editor Simran Sethi appeared on the show introducing sustainable, and eco friendly gifts for the eco conscious valentine.

The Today Show featured Brilliant Earth's 'Digger's Pendant,' and 18k White Gold Channel-Set Diamond Hoop earrings. The 'Digger's Pendant' is a provocative piece that features the imprint of the palm of a diamond digger fashioned from black oxidized silver with a tear drop imprint with a small conflict free diamond. The pendant retails for $130. The 18k White Gold Channel-Set Diamond Hoop earrings feature a stunning line of channel-set conflict free diamonds and retail for $775 a pair with a diamond weight of .30 carat.

Brilliant Earth helps diamond shoppers this Valentine's Day navigate the diamond buying process with tips that guarantee shoppers will end up with a genuine conflict free diamond that reflects their values.

Make A Statement By Buying Conflict Free.
Conflict free diamonds are high quality natural diamonds that come from ethical sources with minimal environmental impact. Conflict free diamonds are free from violence and human rights abuses, and are produced with fair labor practices. By choosing conflict free, you are voicing your support for ethical and environmentally responsible practices in the global diamond trade.

Conflict free diamonds are affordable and available.
A broad selection of conflict free diamonds are available today through verified suppliers, such as Brilliant Earth. Because they are conflict free does not mean the prices are higher, look for low prices.

What to Look for When Researching Retailers.
Retailers use varying definitions of conflict free, offer little proof, and no tracking.

  • Ask to see the retailer's official written policy on conflict diamonds.
  • Ask staff members for information about the official store policy on conflict diamonds.
  • Look for definitions of conflict free that mention environmental and labor considerations as well as eliminating violence and wars.
  • Look for diamonds originating from Canada. Almost all conflict-free diamonds today originate from Canada and are verifiable through an independent system, such as CanadaMark, the Canadian Diamond Code of Conduct, or the Government of the Northwest Territories.
  • Look for uninterrupted tracking and certification of country, mine of origin and certification of cutting and polishing facilities.
  • Look for information on labor and environmental conditions of mines and cutting & polishing facilities.
  • Look for certifications from an independent source to guarantee conflict free status.

What to look out for:

  • Make sure retailers consider human rights when defining conflict-free.
  • Any definition of conflict free that relies only on the Kimberly Process, is inadequate as it does not address issues such as child labor, state sanctioned violence, and worker exploitation.
  • Avoid retailers who claim conflict diamonds are a small problem or a "myth."

Contact: Amy Cunha, Big Picture PR
415.362.2085

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