Aug 04, 2020

Brilliant Earth x Alrosa’s Diamonds That Care Launch Responsible Jewellery Line

Brilliant Earth, the leading global retailer of responsibly sourced fine jewellery, announced a partnership with Diamonds That Care, the social initiative and a namesake brand of Alrosa, the world's leading diamond producer. Brilliant Earth and Diamonds That Care unveiled a responsible limited-edition jewellery collection benefiting people in need - through donations to Feeding America’s Covid-19 Response Fund.

The Diamonds That Care collection exclusively available to Brilliant Earth customers includes nine designs, all handcrafted from recycled gold, featuring natural diamonds of brown hues, ethically mined in Yakutia. Ten percent of the sales from each piece will go to Feeding America's Covid-19 Response Fund, the nation's largest domestic hunger-relief organisation.  Every collection piece has "I Care" engraving, symbolising the generosity behind design.

"Brilliant Earth was founded on a commitment to social and environmental responsibility, and we strive to make jewellery 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. Through the initiative, a number of hospitals, schools, sports and cultural centres were constructed in remote towns of Yakutia.

"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 communities. We believe every natural diamond should be more than just part of a jewellery 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.

The Brilliant Earth x Diamonds That Care exclusive collection is available on BrilliantEarth.com from July 28th through December 2020. The estimated price range for the jewellery is $790 to $2,190.

Caption: New limited-edition jewellery collection gives back through donations to Feeding America’s Covid-19 Response Fund.