Hip-hop mogul Russell Simmons to sell his diamonds for cause

With all the publicity surrounding conflict diamonds, hip-hop ambassador Russell Simmons journeyed to South Africa on a fact-finding mission to see conditions for himself. He hopes his visit will help determine how the diamond industry can impact Black Africans in a positive way. In a BET.com exclusive, Simmons said his wife, Kimora Lee Simmons, inspired him to make the trip. Their jewelry business, Simmons Jewelry Co., includes diamond pieces and is currently sold in stores like Zales and Gordon’s Jewelers.

The 49-year-old entrepreneur announced his "Green Initiative" jewelry, which is manufactured and designed by Simmons Jewelry Co. Twenty-five percent of proceeds from sales will go toward the Diamond Empowerment Fund, which will support institutions, like schools and colleges, in South Africa and Botswana and help boost economic development.