Diamond Industry Launches Diamondfacts.org Web Site and Major Consumer and Trade Advertising as it Ramps Up Educational Campaign

Diamond Industry Launches Diamondfacts.org Web Site and Major Consumer and Trade Advertising as it Ramps Up Educational Campaign

September 06, 2006

    NEW YORK, Sept. 6 /Xinhua-PRNewswire/ -- As part of its
recently announced campaign to educate both consumers and
the trade about important diamond-related issues, the
diamond industry announced today the launch of a new
informational web site, http://www.diamondfacts.org , along
with a major advertising effort that includes full-page
print ads in ten major U.S. and international newspapers
including The New York Times, USA Today, Los Angeles Times,
The Times (UK), International Herald Tribune and Financial
Times that will begin running tomorrow.

   (Photo:
http://www.newscom.com/cgi-bin/prnh/20060905/NYTU106-a
          
http://www.newscom.com/cgi-bin/prnh/20060905/NYTU106-b )

    Diamondfacts.org offers a wealth of information about
diamonds: from facts about the history of the trade and the
social and economic benefits diamonds provide nations around
the world, to reporting on how the industry is grappling
with various challenges including conflict diamonds. 

    "The primary goal of Diamondfacts.org is to offer
people a wealth of factual, balanced information about
diamonds," said Eli Izhakoff, Chairman of the World
Diamond Council, which is leading the education campaign.
"We want people to feel good about their diamond
purchases, so we attempted to help eliminate some of the
myths and misperceptions about the industry. We tapped
countless academics, industry organizations, and other
experts to ensure that the information we publish on the
site is accurate and offers many perspectives and points of
view."

    At the new web site, visitors can understand how
diamonds are making a difference globally. From the
countries where they are mined to the countries where they
are sold and polished, diamonds create jobs and
opportunities that support millions of people around the
world. The web site also highlights the significant role
diamonds are playing, particularly in southern Africa in
contributing significantly to supporting healthcare,
education and other infrastructure needs. Specifically,
they are helping tackle the HIV/AIDS pandemic, helping fund
necessary counseling, testing, education, treatment
programs, clinics and hospices, along with homes and care
for orphans. In addition, the website features personal
stories from people whose lives have been changed due to
diamonds.

    Diamondfacts.org also offers information about the
progress the industry has made in virtually eliminating the
trade in conflict diamonds. Questions were first raised
about the impact of diamonds in the late 1990s, when the
world became aware that a number of rebel movements in
Africa were smuggling and selling illegally obtained stones
to fund conflicts against legitimate governments. At the
beginning of this decade, the trade in these conflict
diamonds represented approximately 4% of the world's rough
diamond output. Since then, the trade in conflict diamonds
has been significantly reduced to less than 1% of the
world's rough diamond supply. 

    In large part, this progress has been the result of a
joint effort by the diamond industry, the United Nations,
more than 45 individual governments, and several NGOs to
develop a method of verification that would stop the sale
of conflict diamonds and the atrocities and violence they
supported. Known as the Kimberley Process, this system was
endorsed by the UN in January 2003 and currently includes
nearly 70 countries representing 99.8% of current world
diamond production. 

    Diamondfacts.org contains detailed explanations of how
retailers and the jewelry trade can guarantee that the
diamonds they sell are conflict-free and how consumers can
buy diamonds with confidence. Visitors to the site can walk
step-by-step through the Kimberley Process and System of
Warranties; read what various experts have to say about
conflict diamonds; and also keep abreast of the latest
relevant news.

    A trade pack of materials were launched earlier this
year, as part of the industry's educational initiative to
raise awareness of the positive impact the diamond industry
has on Africa, as well as its progress in virtually
eliminating the trade in conflict diamonds. Along with the
World Diamond Council, this industry-wide campaign includes
the American Gem Society, Diamond Dealers Club, Diamond
Manufacturers & Importers Association of America,
Jewelers of America, Jewelers Vigilance Committee, Jewelry
Information Center and the Manufacturing Jewelers and
Suppliers of America. 

    For more information, please visit
http://www.diamondfacts.org .

    About World Diamond Council

    Amid growing concern over human rights violations and
atrocities committed against innocent victims in diamond
producing countries of war-torn central and western Africa,
the World Federation of Diamond Bourses and the
International Diamond Manufacturers Association passed a
resolution at their Antwerp meeting in July 2000, creating
the World Diamond Council.    

    The resolution called for the newly formed WDC to
include representation from the diamond industry itself and
also from among countries where diamonds play a major
economic role and from the international banking sector.
The ultimate mandate for the World Diamond Council is the
development, implementation and oversight of a tracking
system for the export and import of rough diamonds to
prevent the exploitation of diamonds for illicit purposes
such as war and inhumane acts. 

    The World Diamond Council represents over 50 industry
organizations - from mining companies and trade
associations to manufacturers and retailers - worldwide.
Member organizations include: ABN Amro Bank International
Division; Alrosa Company; American Gem Society; Antwerpse
Diamantbank; Ascorp; Association of Diamond Manufacturers
of Russia; Belgian Federation of Diamond Bourses; BHP
Diamonds & Industrial Metals; Canadian Diamond
Consultants Inc.; Cartier; Centre for Expertise, Valuation
and Certification (Democratic Republic of Congo); CIBJO;
Codiam; Damas; De Beers; De Beers LV; Debswana Diamond Co.;
Diamond Chamber of Russia; Diamond Dealers Club New York;
Diamond Federation of Hong Kong; Diamond Manufacturers and
Importers Association; Diamond Trading Company; Dubai
Metals and Commodities Center; EGL USA; Eurostar Diamonds
Ltd.; Gem and Jewelry Export and Promotion; Harry Winston,
Inc.; International Diamond Manufacturers Association;
International Gemological Institute; Israel Diamond
Exchange; Israel Diamond Institute; Israel Diamond
Manufacturers Association; Jewelers of America; Jewelers
Vigilance Committee; Leviev Group of Companies; London
Diamond Bourse; Manufacturing Jewelers and Suppliers of
America; Ministry of Mines (Namibia); Namdeb Diamond
Corporation; Rapaport Corporation; Rio Tinto Diamonds; Rosy
Blue; Shanghai Diamond Exchange Co. Ltd.; South African
Diamond Board; Sterling Jewelers, Inc.; Tacy Diamond
Consultants; The Dubai Multi Commodities Centre; Tiffany
& Co.; Union Bank of Israel; United Association of
South Africa; World Federation of Diamond Bourses; Zale
Corporation.

    For more information, please contact:

    US Contact: 
     Carson Glover
     World Diamond Council
     Tel:   [phone]    
     Email: [e-mail]

    Intl. Media Contact
     Tel:   [phone]
     Email: [e-mail]

SOURCE  World Diamond Council