The world has always taken diamonds from Africa.

It was our mission to get the world to give them back.

Most charities ask people to reach into their wallet. But the tight global economy makes that a stretch. So, we partnered with the James R. Jordan foundation to create an organization that asked people to give something they already had. Diamonds for Africa asked people around the world to take their earrings, necklaces and bracelets and give them back to where they came from — to the very people who struggled to produce them. Giving diamonds back brings food, medicine, education, technology; diamonds spark hope, change and self-sufficiency.

We hosted a launch event and invited dignitaries and celebrities to give their diamonds back, serving Ugali porridge instead of filet mignon. We wanted to give those who have so much, a taste of what it’s like to have so little. We showed guests where their diamonds were going — funding hospital beds, mammograms and pre-natal care for families in need. As part of our efforts, we created a film to educate and share and a website where people could donate.

And asking for diamonds — rather than cash — was a sharable idea, relying on grass roots PR efforts that quickly gained momentum.

Our plan was to focus on our launch event in NYC. We invited key celebrity and non-celebrity influencers who shared in the organization’s mission to give back to Africa. During the event, hosted by the James R. Jordan Foundation, donated diamonds were auctioned to the crowd. Throughout the event, we showcased how much good each diamond could do. We served Ugali porridge instead of filet mignon, and in return for their valuable contribution, we gave donors a simple black band to wear around their wrist in remembrance of how they gave back to Africa.

We then seeded an educational film — showing the value derived from donated diamonds — through key influencer social pages. Through this, we demonstrated how giving something you already own, like a necklace sitting doing nothing in a jewelry box, could fund hospital beds, mammograms and pre-natal care for African families in need.

When dinner was served, conversation stopped. An elegant plate of filet mignon would have gone unnoticed. A simple bowl of ugali got guests’ attention. The silent auction following dinner exceeded expectations. The catering bill was reduced by thousands of dollars that went directly to Diamonds for Africa instead. Our 25cent investment turned into hospital beds, medical care and counselling at the Kenya Women and Children’s Wellness Center.