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RAPAPORT... Simmons Jewelry Company of New York, which is co-owned by Russell and Kimora Lee Simmons, will debut a new print advertising campaign featuring Kimora Lee and the company's Green Initiative collection in July 2007. The campaign will appear in the July issues of Vanity Fair and Ebony.
Simmons Jewelry's Green Initiative collection was inspired by Russell's trip to Africa in November and early December 2006. The Green Bracelet --made from green malachite and a rough Africa diamond-- was the first Green Initiative piece available and celebrities have made it "a must have" item according to the company. Fifty percent of net profits from the Green Bracelet go to the Diamond Empowerment Fund, which was created by the group to support educational programs in Africa.
The ad campaign image features Kimora and the collection's Green Bracelets. The copy reads, "Green: Empower Yourself Through Others."
The company describes the color green as representing wealth, prosperity, and care for the planet Earth and also represents the continent of Africa and all of its natural and human resources. The larger vision for the Green Initiative evolves the product model into a concept that the diamond jewelry industry can embrace through alliances or by creating their own Green Initiative collections, signifying conscious consumerism that is helping Africa succeed the company stated.
Simmons Jewelry's Green Initiative collection includes traditional and inspirational hip-hop inspired jewelry in stainless steel and diamonds, with a touch of green rubber or green enamel. The outline of Africa signifies it as a piece with proceeds going to Diamond Empowerment Fund. The line features the diamond encrusted Ohm Watch and Ohm pendant, as well as bracelets, pendants, chains and rings priced from $200 to $80,000.
With the sale of all other pieces of Simmons Jewelry Green Initiative jewelry, 25 percent of net profits go to the Diamond Empowerment Fund.
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