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DFAC takes on L.A. Fashion Week

November 03, 2009
Diamonds for a Cure (DFAC) got big-time exposure at L.A. Fashion Week. Models at a Fashion Week event posed before a backdrop projected with the DFAC logo.

Los Angeles--Fashionistas checking in for the month-long run of events and fashion shows that make up L.A. Fashion Week got a chance this year to check out Los Angeles' most stylish offerings, including some that do a bit of good.

Diamonds for a Cure (DFAC), the diamond jewelry brand that donates a percentage of sales to nonprofit organization Stand Up To Cancer, was among the showcased collections at Fashion Week's downtown Los Angeles presentations, taking place at the Museum of Contemporary Art's Geffen Contemporary.

Five thousand attendees viewed 10 runway shows at the Geffen, including apparel collections from Louis Verdad and Oliver Tolentino. Guests also viewed DFAC's rough-diamond and diamond and gold charm collections, as well as had the chance for one-on-one discussions with DFAC founder and designer Neda Behnam.

Behnam, a breast cancer survivor, created DFAC to raise funds for breast cancer research. Stand Up To Cancer, DFAC's sole beneficiary, uses proceeds to fund cancer research projects and proposals aimed at improving the lives of cancer patients.

"Fashion Week was a perfect fit for DFAC," Behnam said in a media release. "It also provided the opportunity for us to speak to the brand's charitable messaging."
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