The collection includes a diamond-encrusted "Ohm" watch and pendant, and other pendants, chains, bracelets and rings, in a hip-hop-inspired unisex style with stainless steel, green rubber and diamonds and valued between $250-$80,000.

The Green Bracelet, from the house of Simmons Jewelry Co., is symbolic of its jewellery status as also its social cause. The bracelet is part of the Green Initiative creation, which will forward 25% of its net profits would be given to the Diamond Empowerment Fund (DEF), an international, non-profit organisation for supporting the African communities.

The conflict free diamonds used in the Green Bracelet make it special and apt to be part of the DEF contribution. The bracelet will retail from end-July for $125, and 50% percent of its net profits will go to DEF. Green malachite beads and African conflict-free rough diamonds make up the bracelet, which comes along with a Gem Certification Assurance Lab certificate, and a DVD message from Russell Simmons with footage from his trip to Botswana and South Africa.

Celebrities including Beyoncé Knowles, Eddie Murphy, Jon Voight, Naomi Campbell and Penelope Cruz have already begun sporting the Green Bracelet.