'Blood Diamond' star makes conflict-diamond PSA

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'Blood Diamond' star makes conflict-diamond PSA

December 01, 2006

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Washington, D.C.—As they urge consumers to demand conflict-free diamonds this holiday season, Global Witness and Amnesty International will get another Blood Diamond publicity boost with public service announcements (PSAs) featuring one of the film's stars, Jennifer Connelly, and its director, Ed Zwick.

The spots—which were filmed in conjunction with the film's release—are, in addition to the recently launched Blooddiamondaction.org Web site, designed to educate consumers about conflict diamonds.

"Despite the tragedies that blood diamonds have caused, neither governments nor the diamond industry are doing enough to stop them," Global Witness Director Charmian Gooch said in a statement. "Consumers have the power to effect industry-wide changes simply by demanding that their diamonds are clean."

Carson Glover, U.S. spokesman for the World Diamond Council (WDC), says the overreaching goals of Blooddiamondaction.org are "virtually identical" to those on the WDC's Diamondfacts.org site. He says, however, that the WDC disagrees on some of the site's statistics and historical assertions.

"We all want to end the trade in conflict diamonds, and the whole industry has a responsibility to comply with the Kimberley Process and System of Warranties, but it is also vital that the governments do a better job of enforcing the Kimberley Process within their countries," he says. "The WDC has a 'zero tolerance' approach to those who deal in conflict stones, and we want consumers to make informed choices when they are purchasing diamonds."

Retailers may find more consumers asking about the issue this season, as Amnesty International and Global Witness advise consumers to ask:

* Do you know where your diamonds come from?
* Can I see a copy of your company's policy on conflict diamonds?
* Can you show me a written guarantee from your diamond suppliers stating that your diamonds are conflict-free?
* How can I be sure that none of your jewelry contains conflict diamonds?

Connelly is Amnesty International USA's Ambassador for Human Rights Education. She and Zwick recently shot the PSA announcements for the organization to help raise awareness.

"Blood diamonds are not just a problem of the past," said Bonnie Abaunza, director of Amnesty International USA's Artists for Amnesty program.

She reiterated the site's statement that more than $23 million in blood diamonds are currently entering U.S. and international markets from West Africa (on the site it specifies from the Ivory Coast) and noted that the entertainment industry has a role to play in influencing the United States to demand better checks on the diamond industry.

In addition to tying into the film to put the issue in front of consumers, Amnesty International and Global Witness will also update their 2004 survey of the top diamond dealers in the United States and the United Kingdom, which they said highlighted problems in self-regulation. The new survey will include the top 75 diamond retailers and suppliers in the United States to ensure the industry has addressed gaps in the earlier survey.

The two organizations are calling on the industry to establish rigorous codes of conduct and put in place an independent verification system with actionable timetables.

The new survey results will be published on Blooddiamondaction.org next February.

Glover notes that 99 percent of diamonds are certified conflict-free today, but that the WDC's stance is even a small percentage is too much.

"Even one conflict diamond is one too many, and like Amnesty International and Global Witness, we are committed to doing everything we can to eliminate them completely," he says.

Editor's note: To share thoughts about the movie Blood Diamond with fellow retailers, visit the National Jeweler Network Forum.

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