By: C. Thomas

Those green bracelets seen at recent red carpet events on such celebs as Beyonce, Naomi Campbell and Eddie Murphy come from a new line of “conscious jewelry” from The Simmons Jewelry Company, co-owned by Russell and Kimora Lee Simmons.
The line was inspired by a recent fact-finding trip to Botswana and South Africa taken by Russell Simmons and a Simmons Jewelry Co. delegation to see how diamonds were empowering Africa, where they are a natural resource. Upon his return, Simmons and Simmons Jewelry Co. announced the formation of the Diamond Empowerment Fund (D.E.F.) and the Green Initiative. The D.E.F. is an international, non-profit organization, with a mission to raise money for educational programs to uplift the people and communities of Africa. The Green Initiative's mission is to raise funds for the D.E.F.

The Green Bracelet, the first Green Initiative piece scheduled to hit retail stores at the end of this month, is currently being promoted on the wrists of Penelope Cruz, Chris Tucker , Gabrielle Union, T.I. and others. Made from native African materials - genuine green malachite beads and a rough African conflict free diamond, the Green Bracelet “embodies the natural beauty of Africa and celebrates the resources this rich continent has to offer,” said a statement from The Simmons Co.

The Green Initiative jewelry collection is a unique combination of modern, traditional and inspirational hip-hop inspired jewelry in stainless steel, green rubber and diamonds. The line features the diamond encrusted Ohm Watch and Ohm pendant, as well as bracelets, pendants, chains and rings priced from $250 - $80,000. Twenty-five percent of the net profits of the Green Initiative jewelry collection will go to the D.E.F. For more information and retail locations where the Green Initiative jewelry collection is available, please visit www.simmonsjewelryco.com.

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