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NEW YORK — Ivanka Trump Fine Jewelry has introduced a bridal collection consisting entirely of sustainable diamonds and recycled platinum.

This story first appeared in the June 6, 2011 issue of WWD. Subscribe Today.

The line, created through a partnership with Waldman Diamond Company, a Rio Tinto Select Diamantaire and Polar Gem client, is comprised of about a dozen pieces — all supplied with diamonds from the Diavik and Ekati mines in Canada’s Northwest Territories. Prices for wedding bands and engagement rings start at $7,000 and $15,000, respectively, and to complement the diamonds, recycled gold and platinum have been infused into the pieces to make the offerings “truly green.”

All engagement rings can be customized and contain elements such as the Shanghai setting, the brand’s signature ovals and Trump’s own micro-pave basket ring — containing a 3.2 carat cushion cut diamond that retails for $115,000. The medallion ring — the first piece in the collection created using the “green” materials — features a bi-level design comprised of 6.81 carats with a 2.01 carat round brilliant center stone and recycled platinum, retailing for $130,000.

“As a young luxury brand I believe we have the opportunity and the responsibility to look into the multitude of ways we can build ourselves into a truly socially engaged and responsible company,” Trump told WWD. “Social responsibility is a core value of the Ivanka Trump Fine Jewelry brand. It has been an integral factor of what has fueled growth since the collection launch.”

For Trump, who founded her fine jewelry brand four years ago, the decision to incorporate sustainable diamonds into her collection was a natural next step. She used the media attention surrounding her own nuptials in fall 2009 to both raise awareness of “green” jewelry and develop her own line of eco-friendly engagement rings. Her role as a founding partner of the United Nations Foundation’s Girl Up campaign also led her to begin actively researching the sustainable diamond market about a year ago, and she and her team decided to finalize the partnership with Waldman Diamond Company.

The entire “bridal bar” is now sustainable, and over the course of the year, Trump said she’ll continue to add one-of-a-kind “green” couture pieces. She hopes to evolve her line toward 100 percent sustainability.

“We are studying the process and the steps necessary to incorporate sustainability into my entire collection. My belief is that every step an individual or a company can take towards being more environmentally conscious is another step in the right direction,” Trump said. “I will not only make this an important part of the business model but am always open to ideas and possibilities of other areas where we can strive to be more sustainable.”

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