Have you already seen the movie Blood Diamond? It is definitely worth checking out.

According to Helsingin Sanomat (17.2.2007) the diamond industry started defending their business already before the movie came out. The diamond-giant De Beers reported loss in sales for the first time in six years after the premier of the Blood Diamond. De Beers claims anyway that the movie has not have any effect on its sales. In Internet bloggs worried boy-friends are asking how to fulfill the wish of girlfriend: Please, do not buy me a blood diamont. Even though there are some cerficiations that aim to assure ethical diamond sourcing, and for example De Beers describes in its 150-page long brand new CSR report numerous processes for assurance of ethical business behaviour, how can a consumer really know?

Here is what CSR wire notes about diamonds and ethics:

Your Valentine Deserves Cleaner Gold and Diamonds Top US jewelry retailers sign the Golden Rules of the No Dirty Gold campaign, and De Beers reports progress on sustainability issues such as conflict diamonds and black economic empowerment.Valentine's Day and jewelry gifting go hand-in-hand, but recent exposure about the social and environmental impact associated with jewelry such as the Blood Diamond movie have raised concern.

This week, the No Dirty Gold campaign coordinated by Oxfam America and Earthworks announced a major breakthrough that will make jewelry made with "cleaner" (more socially and environmentally responsible) gold available. Of the top ten US jewelry retailers, seven--including Wal-Mart and QVC--have signed onto the Golden Rules criteria for more socially and environmentally responsible mining. However, highly visible retailer Target remains a laggard in declining to sign on.

Also this week, diamond company De Beers released its Report to Stakeholders, covering for the first time its sustainability practices on issues such as conflict diamonds, HIV/AIDS, human rights, indigenous peoples, and climate change. The report follows the new Global Reporting Initiative G3 Sustainability Reporting Guidelines, as well as summarizing progress with respect to both the UN Global Compact and the UN Millennium Development Goals. De Beers also announced an agreement with the South Africa Department of Minerals and Energy to spin off its Namaqualand Mines into an independent diamond mining company, after community consultation. The new company seeks to enact black economic empowerment and promote a sustainable diamond mining industry in South Africa.