Blood Diamonds

The Film 'Blood Diamond'

The film 'Blood Diamond' turned out to be really great for the jewellery industry - it got people talking about the issues of sourcing responsibly that had previously not been addressed. The film has prompted customers to ask searching questions which is always the best way to drive change.

The film was set during the 1999 civil war in Sierra Leone, and the good news is that between then and 2006 when the film came out, there had already been a recognition of these issues and a lot of progress had been made within the jewellery industry to eliminate conflict diamonds with the establishment of the Kimberley Process.

Whilst there are still some people who are afraid to ask questions, the vast majority of people in the jewellery industry can now see how important it is to source gemstones responsibly.