Brilliant Earth Group, Inc. , has introduced “Rethink Everything You Know About Diamonds” [1] campaign, featuring new Jane Goodall Collection [2]. This campaign continues Brilliant Earth’s collaboration with renowned conservationist and anthropologist Dr. Jane Goodall, reflecting their shared commitment to environmental stewardship.
The campaign highlights Brilliant Earth’s leadership in ethical diamond sourcing. Brilliant Earth innovates with both natural and lab-grown diamonds, to redefine consumer perceptions and to emphasize transparency and responsible practices that empower buyers to make impactful choices for a better future.
Beth Gerstein, Co-Founder and CEO of Brilliant Earth stated, “We founded Brilliant Earth almost 20 years ago to pave the way for ethical and sustainable jewelry. Our ‘Rethink Everything You Know About Diamonds’ campaign invites consumers to transform their perceptions about diamonds and understand the significant impact their choices can have on communities and the environment.”
The Jane Goodall Collection, inspired by the natural beauty of Tanzania, features ethically sourced materials, including diamonds created with CO2 captured before it is released into the atmosphere and certified recycled gold from responsible refiners. The collection’s design motif centers on banana leaves, symbolizing their importance in daily life for communities worldwide.
Dr. Jane Goodall expressed her support, saying, “Brilliant Earth and I share a mission to better the planet for future generations. The Jane Goodall Collection reminds consumers that their conscious choices can drive meaningful change. We all play a role in shaping our collective future.”
Ten percent of the proceeds from The Jane Goodall Collection will be donated to the Jane Goodall Institute, supporting conservation efforts, health and education for women and girls, local livelihoods, and the next generation of environmental leaders.
Sources:
[1] BRILLIANT EARTH INTRODUCES THE JANE GOODALL COLLECTION
[2] https://www.brilliantearth.com/jewelry/collections/jane-goodall/
