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| May 2005
First Run Print Ad Debuts for Diamonds for Humanity Synthetic diamonds are pitched as better because they aren't involved in humanitarian or environmental issues in Africa By Peggy Jo Donahue A four-page ad campaign for the Diamonds for Humanity jewelry collection debuted in the April Harper’s Bazaar. The ad features a platinum “Seaweed” necklace made by Sabiha Foster, a jewelry designer and founder of Diamonds for Humanity. The necklace has Gemesis yellow synthetic diamonds. It’s superimposed on a photo of Africans at Kono, a diamond district in Sierra Leone, a country where conflict diamond atrocities occurred. A second spread, titled “Consciousness Without Compromise,” explains more about Gemesis synthetic diamonds. The copy reads, in part: “as unaffordable as [fancy colored diamonds] may be for most, the potential humanitarian and environmental costs to obtain them can far outweigh the financial burden. Gemesis Cultured Diamonds has created a more accessible alternative to fancy colored earth-mined diamonds ... possessing the same DNA structure as earth-mined diamonds, without the humanitarian or environmental impact ... and our origin is always certified to be conflict-free. Experience the thrill of owning a fancy-colored Gemesis Cultured Diamond. Because the only thing clear should be your conscience.”
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