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A Consumer Guide to Diamonds
Today the 3P’s are as important as the 4C’s.

The jewelry industry is taking the issue of blood diamonds so seriously that it has created a web site,, to answer all your questions about conflict diamonds and the Kimberley Process. And there are several companies that advertise “conflict free” diamonds. Slowly but surely, “clean” is becoming the 5th “C” for diamonds.

CODES of Conduct

Walk into your favorite Starbucks coffee shop and you are likely to see brochures for fair-traded coffee. Stop at your favorite food specialty store and you are sure to find a growing multitude of fair-traded products from chocolate to olive oil.

Fair trade is fast becoming as potent a selling point as “organically grown.” Indeed, it is closely linked to the growing movement for sustainable agriculture that is equally mindful of workers and the environment. And as this movement gains momentum in America, it spreads from crops to crafts and from mesa to mine as producer cooperatives and companies commit to fair labor and environmental protection laws, regulations, and codes.

Some say it is only a matter of time before the movement reaches the alluvial diamond fields of Africa and South America where diggers eke out substandard lives. Already De Beers is preparing for such a time by adopting what it calls a “best practices” code of conduct and requiring the same commitment to ethics and morality of its customers wherever they are based and operate.

“De Beers takes the idea of market stewardship very seriously,” says Braunwart. “That no longer means just protecting the interests of manufacturers and retailers. It means serving the interests of everyone with a stake in diamonds, from those who dream of finding them to those who dream of owning them.” (see image 14)

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Diamond ring
Image 1 - Diamond ring from the “Rose” collection by Dalumi.
Image 2 - Ring featuring a Crisscut center diamond by Christopher Designs.
diamond ring bridal set
Image 3 - Bridal set featuring marquise-like shaped Calla cut diamonds from Nelson Jewellery.
diamond circle necklace
Image 4 - Diamond circle necklace featuring a Lady Heart three-stone diamond pendant from David Arabov & Sons.
diamond engagement ring
Image 5 - Princess cut diamond engagement ring by Amy Levine.
diamond earrings and pendant
Image 6 - Earrings and pendant with Rand ideal cut diamonds from Rand Diamond.
swirl diamond pendants
Image 7 - Stylish swirl diamond pendants from Stuller.
cut diamond
Image 8 - Under very favorable, high contrast white illumination, the ideal cut diamond is capable of emitting fire from every facet of its crown. Photo by Michael Cowing, ACA Gemological Laboratory.
diamond engagement ring and wedding band
Image 9 - Diamond engagement ring and wedding band from Uneek.
diamond engagement rings
Image 10 - Engagement rings featuring invisible set diamond side accents from Jewelex.
diamond brilliance
Image 11 - The Isee2 light measurement system from Overseas Diamonds gives diamond brilliance, fire, and sparkle ratings.
14k white gold engagement ring with baguette diamonds
Image 12 - Semi-mount 14k white gold engagement ring with baguette diamond sides from Dora Wedding Bands & Rings.
rose and white gold diamond ring
Image 13 - Rose and white gold diamond ring by Doron Isaak.
heart shaped diamond pendant
Image 14 - Heart shaped diamond pendant by Uneek.