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RAPAPORT... Las Vegas jeweler MJ Christensen Diamonds is creating an “Ethical Affair” campaign designed to show their customers how jewelry purchases help the socioeconomic development of resource-producing countries.
In an ongoing effort to educate the local community about the global impact of ethical diamond consumption, MJ Christensen has forged alliances with global groups, including the Diamond Development Initiative and the Diamond Empowerment Fund. Both of those nonprofit groups serve to improve communities in which diamonds are a natural resource. 
“Our business model is weighted significantly toward social responsibility,” said Jennifer Miller, the director of marketing for MJ Christensen. “Over the past few years, we have raised over $100,000 for BeadforLife through the sale of recycled paper beads and shea butter body products created by the women of Uganda.”
BeadforLife is a non-profit organization that helps women who have been largely affected by Joseph Kony’s army in war-torn Uganda. These women are living on less than $2 per day in extreme poverty and BeadforLife is helping them rebuild their lives by teaching them sustainable entrepreneurial skills. Cliff Miller, owner of MJ Christensen was recently appointed to BeadforLife’s advisory board, due to his commitment to help with these efforts.
“We welcome the opportunity to partner with such difference-makers,” said Cliff. “Through these partnerships we know that we are making a significant impact on a global basis. We believe that our upcoming marketing campaign will serve as an inspirational model that socially conscious retailers can use to increase awareness for these great organizations. We may not be able to solve all of the world’s complex issues, however we are optimistic that having a solution-oriented approach will help transform lives.”
Nancy Orem Lyman, the vice president and executive director of the Diamond Empowerment Fund, said, "MJ Christensen's efforts to connect this message with the Las Vegas community will help empower more youth to become the next generation of leaders in Africa."
Dorothée Gizenga, the executive director of the Diamond Development Initiative, added, “We are very impressed with MJ Christensen’s social responsibility programs, such as BeadforLife, and it is quite an honor for DDI to be selected by them for support.”
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