After a comment posted by Danielle from Brilliant Earth, I did a little investigation on my own. These days, with all those web crawlers of PR 2.0, it's hard to say what is computer-generated when they auto-detect a related blog post and what is a human reponse following a genuine concern. So, I went to the website and read about their business and claimed efforts done in helping Africa.
First of all, I must say that they have sterling reviews from yelp (a social network of reviews by real people). And they've also got consistent media mentions from CNN to Tyra to InStyle Weddings. According to their website also, they give back to the society by dedicating back 5% of their profit to support gemology training, land restoration, medical aid and other local projects which they believe in.
Speaking of which I think their PR/communication company is doing a great job in ensuring the viral element is continuously supported by strategic efforts. No need for advertising, just look at the amount of coverage happening online. Brilliant PR. Check out their blog.
*The only report that I'm unable to locate is the annual report which probably states in black and white, the management of the 5% profit. Well, otherwise I'm pretty convinced that diamonds and ladies can co-exist in harmony.
And one for the ladies:
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