Diamonds without the blood? A new brand emerges from SA

After all the tales about blood diamonds, it's refreshing to note that BrandChannel reports today on the emergence of a politically correct diamond brand, African Romance. This business, based in the Sandton district of Johannesburg, is operated by WakeGem (a division of the black economically empowered company WakeHold). It is said to be the first entirely black-owned diamond cutting, polishing, branding, tourism and salesroom facility in South Africa. The report says the brand uses only “100% conflict free diamonds” obtained from its Toronto partner, Etruscan Diamonds, which only employs local people.