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Simmons Jewelry launches 'Green' campaign

June 07, 2007

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New York—Simmons Jewelry Co., co-owned by Russell and Kimora Lee Simmons, has launched a new ad campaign in support of the company's Green Initiative collection.

The campaign, which premiered in the July issues of Vanity Fair and Ebony, features Kimora with her arms covered in the company's "Green Bracelets." The tagline reads: "Green: Empower Yourself Through Others."

The Green Initiative collection stems from Russell Simmons' recent journey to Africa to see how diamonds empower Africans. The Green Bracelets are made from green malachite and rough, African diamonds that are Kimberley Process-compliant. Half of the net profits from sales of the bracelets will benefit Simmons' Diamond Empowerment Fund (D.E.F.), an international, nonprofit organization that aims to raise money for educational programs in Africa. In addition, a quarter of the profits from sales of Green Initiative jewelry will go to the D.E.F.

The Green Bracelet has already appeared on a host of celebrities, including Penelope Cruz, Beyoncé Knowles and Naomi Campbell.
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