The new website diamondsdogood.com, launched by the Diamond Empowerment Fund on December 1st, and built in partnership with The Conde Nast Media Group may not be the final word on diamonds, but it certainly portrays them in all their glory effectively. “There has been a void in communication of the vast amount of good the industry does,” says D.E.F co-founder, Dr. Benjamin Chavis, himself a well-known champion of social causes . “This website will help fill that void.”

The DEF,  “a non-profit global organisation whose mission is to support transformative initiatives in diamond communities throughout the world” believes that “education is a key component to sustainable development, which in turn is essential to empower individuals, communities, and society toward future economic prosperity, stability and advancement”.

The new consumer-facing global website not only showcases diamonds and diamond jewellery in all their glory, resonating with the mystique and emotional quotient of the gems; it also, and more importantly, conveys “how diamond revenues help drive positive change in communities where the industry does business”.

Some initial programmes profiled on the site include: how miner Rio Tinto brings water to rural villages in India; journeys of empowerment through education by three of D.E.F’s student scholars; enterprise-building in South Africa supported by The De Beers Group of Companies; educating women on maternal and children’s health in rural China, from retailer Chow Tai Fook; and giving back to children in need in the United States and globally, through Jewelers for Children.

 “Through a transparent diamond you can see an empowered community,” says D.E.F co-founder, Russell Simmons.

Phyllis Bergman, D.E.F. president adds, “This new website shares the good news and great ideas surrounding diamonds in our lives.”