A vast majority of mined diamonds used in the jewellery industry are blood diamonds. The mining activities are often carried out by low-paid, school-age miners who are subject to atrocious exploitation, physical risks, and inhumane treatment.
Mining involves blasting a large area, stripping it of its vegetation and trees, and leaving the land severely degraded and devastated. On average, 250 tons of ore are dug up, processed, and carved for a few diamonds considered good enough to wear.
In 1948, a marketing campaign with the iconic tagline ‘A Diamond is Forever’ was deployed to boost the sales of diamonds which had fallen during the Great Depression. Since then, it has made a substantial and lasting impact on societies and cultures.