Russell Simmons Friendly Bling
Simmons Jewelry Company's Green Initiative Collection
A new line of environmentally- and people-conscious jewelry from Russell Simmons, which empowers impoverished communities in Africa where diamonds are found and mined.
For his fashion foray onto the Oscar red carpet, Forest Whitaker sported some serious ice. Made from diamonds, stainless steel and green rubber (!), this eyecatching piece is the lead item in the Simmons Jewelry Company's "Green Initiative Collection", which donates 50% of the net profits from the bracelet and 25% of every other piece in the collection to the Diamond Empowerment Fund (D.E.F.).
Founded by Russell Simmons of PhatFarm fame, the D.E.F. raises money for the education, medical facilities, and the overall development and empowerment of people and communities in Africa where diamonds are a natural resource.
The collection goes on sale April 1 at SimmonsJewelryCo.com, and prices will typically range from $250 to $800,000. In May, distribution will be expanded to Fortunoff, Kay, Gordon's, Zales and Sterling. Already, though, Simmons has been mining his rolodex of A-list pals, and Beyonce Knowles, Eddie Murphy and Penelope Cruz all own some of his green bling.
