Responsibly sourced fine jewellery retailer Brilliant Earth has partnered with diamond producer Alrosa’s social initiative Diamonds That Care, to unveil a new limited-edition jewellery collection.
The Brilliant Earth and Diamonds That Care exclusive collection will be available from July 28 to December.
The Diamonds That Care collection, exclusively available to Brilliant Earth customers, will include nine designs – all handcrafted from recycled gold and featuring natural diamonds of brown hues ethically mined in Yakutia, in the Russian Far East.
Ten per cent of the sales from each piece will be donated directly to Feeding America’s Covid-19 Response Fund – a hunger-relief organisation.
Every Diamonds That Care collection piece is engraved with the message “I Care”, symbolising the generosity behind each design.
Brilliant Earth co-founder and CEO Beth Gerstein says Brilliant Earth was founded on a commitment to social and environmental responsibility. She adds that the retailer strives to make jewellery the wearer can “feel good” about wearing.
“This partnership reinforces that ethos and provides another opportunity to give back to those in need.”
Diamonds That Care started as a social responsibility initiative of Alrosa aimed at giving back to society. Many projects under this initiative have already been implemented in Yakutia, including the construction of hospitals, schools, sports and cultural centres in small towns and remote villages using funds generated by Alrosa’s diamond mining and polishing operations.
Alrosa CEO Sergey Ivanov says Diamonds That Care is more than a brand name, “it is a line of thought, a calling to the luxury industry to cultivate more products and projects ‘that care’ for the communities.”
He adds that Alrosa believes every natural diamond should be more than just part of a jewellery piece, but should also provide a helping hand for those who need support. “People have become much more responsible than before and now the diamond is another way to show responsibility.”
Diamonds That Care has already taken the first step, bringing diamond charity to a global level. The initiative raised $338 781 through the sale of three Anna Hu design jewellery pieces at a Christie's auction. The funds were donated to the Brave of Heart Fund, which was founded to provide financial and emotional support to the families of frontline healthcare workers and volunteers who have lost their lives in the Covid-19 fight.