New York, NY--Brilliant Earth, retailer of responsibly sourced fine jewelry, announces a partnership with Diamonds That Care, the social initiative and a namesake brand of Alrosa, the world’s leading diamond producer. The two have unveiled a new responsible limited-edition jewelry collection benefiting people in need.
The Diamonds That Care collection exclusively available to Brilliant Earth customers includes nine designs, all handcrafted from recycled gold and featuring natural light brown diamonds ethically mined in Yakutia, Russia. 10% of the sales from each piece will be donated directly to Feeding America’s COVID-19 Response Fund. Every piece in the collectionis engraved with the message "I Care."
“Brilliant Earth was founded on a commitment to social and environmental responsibility, and we strive to make jewelry you can feel good about wearing. This partnership reinforces that ethos and provides another opportunity to give back to those in need,” says Beth Gerstein, CEO and co-founder of Brilliant Earth.
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, a region in Siberia: hospitals, schools, and sports and cultural centers in small towns and remote villages have been constructed using funds generated by Alrosa’s diamond mining and polishing operations.
“’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. We believe every natural diamond should be more than just part of a jewelry piece but 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,” says Sergey Ivanov, Alrosa CEO.
Recently, Diamonds That Care raised $338,781 through the sale of three Anna Hu design jewelry pieces, auctioned at Christie's. Those monies were donated to the Brave of Heart Fund to provide financial and emotional support to the families of frontline healthcare workers and volunteers who lost their lives working to fight COVID-19.
The Brilliant Earth x Diamonds That Care exclusive collection debuted on BrilliantEarth.com on July 28 and will be available through December 2020. The estimated retail price range for the jewelry is $790 to $2,190.