Page 158 - Vogue - India (January 2020)

in

SHINE ON
YOU CRAZY
DIAMOND
Two women
reminisce about
their most darling
diamond jewellery

“I grew up seeing
my grandmother
wear a
statement
white diamond
and yellow gold
‘Om’ pendant every
day. She passed it on
to me three years ago,
on her 80th birthday.
What makes it even
more special is that it was
designed by my father.”
— Masoom Minawala,
Luxury influencer

“For my birthday
last year, my
mother-in-law
gifted me her
thushi choker
necklace—a gift
from her husband
20 years ago. It’s a
JEWELLERY velvet-lined handcrafted
Counting carats highlight is the rose-cut
piece, but the real

diamond in the centre.”
— Akanksha Arora,
CEO, Tribe Amrapali
Diamond Producers Association’s Richa Singh speaks to

Praachi Raniwala on what makes diamonds last a lifetime
A STORY OF
SUSTAINABILITY

That diamonds are forever is more than extend from Botswana and South Africa
a catchphrase. Dating back three billion to Canada, Australia and Russia, while 83%
years, diamonds inhabited the planet the Kimberley Process, put in action in OF THE WATER USED
long before we did. Add to this their Richa Singh 2003, ensures that most conflict diamonds FOR DIAMOND MINING IS
irresistible sparkle, and it makes them a have been eliminated. Fact: 99.8 per cent RECYCLED
woman’s most celebrated possessions. There is of natural diamonds are certified conflict-free
a reason everyone, from Marilyn Monroe to today. Says Singh, “It is a myth that diamond $3.9billion
Rihanna, has waxed eloquent about them mining is not sustainable. The industry is mov- BENEFITS ARE CREATED
through the ages; Coco Chanel thought they ing towards a carbon-neutral future with the LOCALLY THROUGH
EMPLOYMENT
represented ‘the greatest value in the smallest increased use of renewable energy sources,
volume’. “Discovered in India 2,500 years ago, while also investigating ways to capture carbon
natural diamonds are among the oldest and dioxide within the rocks to offset emissions 2,650sqkm
hardest naturally occurring substances in the through mining.” LAND PROTECTED BY
world.Theiruniquechemicalcompositionmeans Take a look at every diamond in your collec- THE INDUSTRY, THREE
they last forever,” says Richa Singh, managing tion. Chances are that each represents a spe- TIMES THE AREA MINED
director, India, of Diamond Producers Associa- cial milestone or memory. “Natural diamonds
tion—a collective of seven of the world’s leading transcend eras and trends, making them bea-
diamond companies (including De Beers, Alrosa cons of sustainable slow fashion. It’s an in- $6.8billion
BENEFITS CREATED
and Petra Diamonds) that was formed in 2015. vestment for your future generations as well,” FOR COMMUNITIES BY
While real diamonds earned a bad rap due to adds Singh. “And isn’t that what eco-conscious PURCHASING LOCAL
perceived old-school, unethical mining practic- luxury is all about—something that lasts a GOODS AND SERVICES SIGNE VILSTRUP
es, the reality is different. Mining operations lifetime and beyond?” n

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