Perhaps you went to the movies last weekend and saw “Blood Diamond,” starring Leonardo DiCaprio. The film was a stirring combination of adventure/action and morality tale. Indeed, it may be one of the best films this year, with DiCaprio finally coming into his own--he moves through the plot like a young Ernest Hemingway on steroids--with acting that lifts, energizes and tugs at the emotions. There’s enough warfare and bloodshed to appeal to the male youth audience, while mature viewers will connect with the human ties and unfolding, edge-of-the-seat drama.
For some, the movie may be a revelation about how diamonds are obtained and sold. Most consumers have little notion of the bloodshed, human deprivation and warfare that goes into procuring some African diamonds--many of them from Sierra Leone. (The diamonds are used to fund rebel groups in local wars that have led to the deaths of more than 4 million people and also left millions more homeless. As seen in the movie, many children are captured and forced to become soldiers against their will.) About 65 percent of all diamonds in the market today come from Africa. There’s a reason these stones are called “conflict diamonds,” or as in the movie title, “blood diamonds.” The movie is very realistic and historically accurate in its portrayal of events that occur before that stone finds its way into a wedding ring setting. It is the story of another inconvenient truth about our modern world. One suspects that many consumers would rather not know about these things.
The jewelry industry is waiting to see what impact the movie might have on their business--some customers may think twice about buying diamonds. The industry has taken some action to try to document the origin of diamonds, to prevent conflict stones from entering the market. For example, the Kimberly Process, started in 2003, provides one tracking system. Some diamond sources now place laser signatures on stones. Most reputable diamond merchants are sensitive to their customers’ preferences and limit their buying to verifiable sources, but diamond traffic is difficult to control and once illicit stones are mixed in with other diamonds, in packets for commercial sales, it is difficult to tell one stone from the other. Diamond sales grew last year by 7 percent, to $33.7 billion worldwide, with Americans purchasing about 50 percent of all diamonds sold. There isn’t a lot that consumers can do beyond asking about origin and buying from trusted sources.
According to an article in The New York Times, at the premiere of the movie, a “bling-free” Jennifer Connelly, the female star of “Blood Diamond,” said: “It’s unconscionable for us, for the sake of vanity, to contribute to the destruction of a country.” Going “bling-free” is definitely bucking current trends, which dictate: the more bling-bling the better. As DiCaprio said in the movie: Africa isn’t about bling-bling; it’s bling-BANG!
--RoxAnna Sway