No self-aware, enlightened American would purchase such a gem. These commercials emphasize the need of selecting only diamonds certified by the recognised, legal Kimberley Process Certification Scheme when purchasing diamond jewelry (KPCS). Diamonds are all blood diamonds. Diamonds are all conflict diamonds. Diamonds are evil. However, not all diamonds go to make tools for miners or weapons for soldiers. Some 1% of all diamonds mined go into making jewelry that people buy. Most of these diamonds are sold in countries where law enforcement agencies can seize them if they believe the jewelery is being used to hide illegal money or drugs, but some do find their way onto European and American markets. In fact, Europe and America are the main sources of income for the rebel army in Sierra Leone - through tax on diamond exports. So yes, most diamonds are mined by workers under slave-like conditions in Africa, transported back to the world market and traded at prices set by multinational corporations, who keep the profits while passing on the costs to consumers. No diamond is innocent, neither is any gold mine or oil well. They all require human intervention which makes them vulnerable to criticism. The problem with diamonds is not their existence, but their reputation.