Di Caprio's movie - "The blood diamond" – tells the story of bloody gems and their commercialization which foments warfare and the abuse of human rights. The launching of the film arouse the interest in the Ethical Diamond the first line of diamonds mined, elaborated and commercialized while fully respecting human rights and the environment.

Gioielleria Belloni launched the Ethical Diamond in December 2005, this revolutionary initiative's great success represents the awareness of consumers and other market operators towards the need of a more responsible and critical consumption, also when purchasing luxury goods.

This initiative's power lies in Ethical Diamond's origin certification: it is an absolute revolution in the diamond market because up to now for no diamond in the world one could have traced for certain its source.

Each Ethical Diamond has a series number and a lasar-carved logo on the edge of the stone (the Canada mark and the maple leaf, symbol of Canada) and has a certificate that states that the entire line, respects the "Canadian Diamond Code of Conduct", a severe procedure stipulated by the Canadian government that must be observed when mining and selling gems.

The Ethical Diamond greatly surpasses, in certifying matters the Kimberly Process, This resolution does not guarantee the respect of the natives and laborers' rights, but only guarantees that both selling and purchasing countries are no warring. Furthermore due to the inexistence of independent forms of control, this rule is often violated.

The "Canadian Diamond Code of Conduct", instead, guarantees that Ethical Diamonds come from two mines located in the territories of the northwest where the priorities are a correct rapport established with the local population, the safety of the laborers and the respect of the environment.

Up until a short time ago no one thought about purchasing "independent diamonds" in Italy and that it had nothing to do with the monopoly that has managed the Italian (and many other) markets in the world. No one considered the possibility of paying the same price. In fact, Ethical Diamonds by Gioelleria Belloni are offered at absolutely competitive prices. This goes to show that not always must products of a higher moral value cost more.

Gioelleria Belloni will donate 5% of the sales of ethical jewels to initiatives in defense of the rights of tribal people worldwide.

Ethical Diamond by Gioielleria Belloni.
Dignity is the most precious asset.