The Jewelry Insider

July 14, 2009

Star power has always been used to sell products – from Michael Jordan’s iconic shoes to Martha Stewart’s home decor empire. And while folks might think commodities like diamonds are shiny enough to sell themselves, the industry needs help from time to time to build awareness and, let’s face it, boost sales.

Enter De Beers. The diamond mining and marketing company is particularly concerned that diamond sales from the African country of Botswana have dropped significantly this year and are injecting a good dose of Hollywood sparkle to help the struggling nation.

Head of De Beers in Botswana, Sheila Khama, told the Sunday Standard that starlet, Kim Kardashian, will be in Africa as part of a Diamond Forum aimed at promoting Botswana’s diamonds. She is attending with her football player boyfriend, Reggie Bush, on behalf of Russell Simmons’ Diamond Empowerment Fund, according to National Jeweler.

“We hope that her visit will add to the voice of the Diamond Fund,” Khama said.

She will also visit the Jwaneng mine, Diamond Trading Botswana and the Motswedi Rehabilitation School in Mochudi. Her short visit begins today and will last just one day in the struggling nation. A stop to South Africa is also on the agenda.

No word yet on how much the diamond diva will receive for her efforts, but supermodel, Iman, received millions from De Beers for championing their glittering gems back in 2002, according to
JCK Online.

All in a day’s ‘work’.

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