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Simmons Jewelry Co.'s 'Green Bracelet' to benefit DEF

March 01, 2007

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New York—Simmons Jewelry Co. has launched its first Green Initiative creation, the "Green Bracelet," scheduled to hit retail stores at the end of this month.

The announcement came from Simmons Jewelry Co. co-owners Russell Simmons and Kimora Lee Simons, and company president Scott Rauch.

The Green Initiative collection—a unique combination of modern, traditional and inspirational hip-hop-inspired unisex jewelry in stainless steel, green rubber and diamonds—benefits the Diamond Empowerment Fund (DEF), an international, non-profit organization that raises money to educate and uplift the people and communities of Africa. Fifty percent of the net profits from sales of the Green Bracelet and 25 percent of the net profits from sales of the rest of the Green Initiative collection will benefit the fund.

The bracelets, which retail for $125, are made from green malachite beads and conflict-free rough diamonds sourced from Africa. Each special Academy Awards Green Bracelet came with a Gem Certification Assurance Lab certificate, ensuring that the diamonds are conflict-free, as well as a DVD message from Russell Simmons with footage from his trip to Botswana and South Africa last year.

Celebrities such as Penelope Cruz, pictured here with Simmons Jewelry Co. co-owner Russell Simmons, are already fans of the Green Bracelet.
The Green Bracelet is already a popular accessory choice for celebrities including Beyoncé Knowles, Eddie Murphy, Jon Voight, Naomi Campbell and Penelope Cruz.

The Green Bracelet is available to reserve for purchase at Simmonsjewelryco.com. Other pieces in the Green Initiative collection include the diamond-encrusted "Ohm" watch and pendant, as well as pendants, chains, bracelets and rings, priced from $250-$80,000.
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