DeJoria Diamonds is often featured in high profile magazines due to the uniqueness and highest quality of diamond jewellery that we offer and the exceptional service levels that we provide. After all, this is the least you should expect when making a high value purchase. You can see some of the press coverage we have received below.

"HELLO" MAGAZINE - MARCH 2009

















The below is an extract from the article which appeared.

With it's incredible 2,500 square metres, there's no denying the home of American businessman John Paul DeJoria is enormous. But for John Paul - or JP as almost everyone calls him - the fun thing about making loads of money is the ability to live a certain lifestyle. And also, the power to share it.

A first-generation American, John Paul was born poor, the son of immigrants - an Italian father and a Greek mother - in Echo Park, a down-at-heel area of Los Angeles. And twice he lost everything and had to live in his car.

However, instead of sinking, he simply started over as if nothing at all had happened.

Consequently, the successful entrepreneur is now one of the richest men in the world, thanks to his haircare brand Paul Mitchell and high-end tequila Patron, amongst other business ventures, which are worth billions of dollars. And his gorgeous Malibu mansion is proof of that.

Not only that, the father of four - and gradfather of four - is a keen philanthropist, teaming up with the likes of Nelson Mandela, Brad Pitt and Richard Branson to be a patron of the Mineseeker Foundation, which seeks to deactivate 70 million abandoned landmines around the world, and joining forces with Bobby Kennedy Jr to protect rivers. Along with this, he was also one of the organisers of last June's huge tribute concert to Nelson Madela in London's Hyde Park.

"I'll start from the beginning", says JP, settling back onto the sofa. Sitting on the table in front of us are, appropriately enough, chilled glasses of his tequila. He recalls how he was barely two years old when his parents slipt up and his mother had to take care of the kids on her own. "We were poor", he explains, "but because we never compared ourselves to anyone else, we were happy."

One day, when he was about five years old, his mum took him and his brother downtown. "It was a fantastic trip because Christmas was coming up and all the department stores and the streets were lit up - and incredible sight", remembers JP. "But while we looked in wonder at these windows filled with things that we'd never have, my mother got our attention. "Do you see those people over there?" she said, pointing at a group from the Salvation Army, with their uniforms and their bell and their donation bucket. "Now, I want you to go over there and put this ten cents in that bucket." Knowing what ten cents was worth then, we protested, "But that's too much!" And she said "Yes, but they need it more than we do". That, he says, was his first life lesson.

"You need to give back. It doesn't matter what you have or how far you've gotten. Success unshared is failure."


THE LIFE OF LUXURY - SEPTEMBER 2009



It's a partnership of two of the luxury industry's biggest powerhouses. John Paul DeJoria and Jerome Wirth are uniting and it looks to be a mega successful combination.

Leading ethical online diamond jeweller, DeJoria, is teaming up with Enigma Polo.

DeJoria Diamonds, the online jeweller and brainchild of US billionaire John Paul DeJoria, has joined forces with Jerome Wirth's famous Enigma Polo team in a joint promotion aimed at bringing web-based high quality bespoke diamond jewellery to polo's fast-growing fan base.

"Polo represents great opportunities for marketing our affordable, conflict-free, Kimberley Process, upscale diamond jewellery", said John Paul DeJoria "and we are delighted to be working closely with Jerome his team in what promises to be an exciting and dynamic relationship".

John Paul DeJoria is best known as the founder, amongst others, of leading hair-care company Paul Mitchell as well as Patron Tequila, the top selling premium tequila brand worldwide and the mobile TV and technology company, ROK Entertainment Group.

DeJoria Diamonds has grown in popularity due to the relatively affordable prices it offers compared to the high street, and what DeJoria refers to as their "flawless reputation" in the marking of high quality conflict-free diamond jewellery.

"The image of polo in most people's minds is one of glamour, champagne and diamonds, and while that image has a strong element of truth to it, the growing popularity of polo has lead to a much welcomed widening of interest in the sport which, in turn, has opened up new partnership opportunities such as our relationship with DeJoria Diamonds", said Jerome Wirth.


HORSE & HOUND - JULY 2009



LIVING POLO - JUNE 2009




JEWELLERY FOCUS - JUNE 2009


HURLINGHAM POLO - JUNE 2009



EQUESTRIAN MAGAZINE - JUNE 2009



CARMARTHEN JOURNAL - FEBRUARY 2009



"TOWN'S NAME IS SET TO SPARKLE FOREVER"
Carmarthen is the oldest town in Wales, but it's set to last forever after a diamond ring was named in its honour.

A range of Carmarthen diamond rings from 18 carat white gold to a platinum ring, ranging from £1,240 to £1,367, are being sold by an upmarket jewellery website.

The ring named after the county town has also recently featured in a national newspaper's Sunday magazine.

But since Carmarthen isn't renowned for its diamonds, how did the ring get it's name? The Journal contact the DeJoria company, which sells the rings.

Managing Director Simon Wiser said: "When we first started operating about five yearsd ago, I was responsible for product selection and naming them accordingly. As a result, I used a variety of names from abroad and at home, considering the location names that - in my opinion - were the most attractive and lent themselves to pieces of diamond jewellery, of which Carmarthen was one. It helped that Wales was close to my heart because we used to holiday in Wales every year as a family. The Carmarthen diamond ring is one of the most popular in the range."

The diamonds are mined in South Africa, and are cut, polished and certified in New York's diamond district. They are then brought over individually to be set into DeJoria's fine jewellery.

Mr Wiser added: "The fact that they are mined in South Africa and not in other African countries such as Angola, Sierra Leone and the Ivory Coast, for example, means that our stones are conflict-free."

Conflict diamonds, or blood diamonds, refers to diamonds mined in a war zone and sold to finance an insurgency, an invading army's war efforts, or a warlord's activity, usually in Africa.


MAIL ON SUNDAY - "YOU" MAGAZINE - FEBRUARY 2009
"Diamonds may be a girl's best friend - but if you're in the position of receiving an especially sparkly gift this Valentine's Day, you'll probably want to make sure that it's been mined in a people-friendly way, too. In 2006 the film Blood Diamond - starring real-life eco-warrior Leonardo DiCaprio - did a lot to raise awareness of conflict diamonds. Over the years, the diamond industry has had a devastating impact in countries such as Sierra Leone, Angola and the Congo, where profits from the sale of diamonds have been used to fund brutal wars, with disastrous effects on local communities.

In last Sunday's column, I talked about 'unethical gold'. Unsurprisingly, in these more eco-aware times, interest in etchical diamonds is also growing. Two organisations, Amnesty International and Global Witness, have worked over the past few years to help the jewellery industry: it's a real victory for human rights that it's now illegal to trade in conflict diamonds, and any government trading in diamonds must certify that shipments of uncut diamonds are conflict-free. A worldwide government and industry initiative called The Kimberley Process was set up in 2003 to block blood diamonds from reaching the market.

Since then, conflict stones have been reduced to less that 1% of those coming onto the market. But according to Global Witness and Amnesty, it's still very difficult to know where individual cut diamonds may have been sourced - and whether theu're absolutely conflict-free.

There are, as yet, no Fairtrade standards for diamonds, but the global body Fairtrade Labelling Organisations International is looking into this. Meanwhile, Amnesty recommends that jewellery-lovers ask the following questions when buying diamonds: 'Do you know where your diamonds come from?';'Can you show me a written guarantee from your diamond suppliers that states your diamonds are conflict-free?';'How can I be sure that none of your jewellery contains conflict diamonds?'. If you're hoping for a glittering little something on Valentines Day, it might be worth leaving this page open. Because only if he pops these other questions can you be sure that, while it was expensive, your diamond didn't cost any lives."


DAILY MAIL - SEPTEMBER 2008
"Green Scene"

"Eco weddings, in all their various shades of green, are no longer just for those seeking the good lie - they've become very fashionable amonst a growing number of discerning lovebirds. But green wedding options go way beyond turning up on a tandem, getting married in a field or honeymooning in a tepee.

So, what can you do to make your big day greener - without making the guests feel you've come over all muesli and macrame?

A 'conflict-free' diamond engagement ring is not a bad place to start - diamond mining has led to wars in many regions, but these come from carefully managed mines where the local population isn't caught up in fighting over these precious jewels - visit www.dejoria.co.uk and www.conflictfreediamonds.co.uk for more information."

FEATURE FROM WWW.ZOOM.CO.UK - APRIL 2006
"Diamonds are a girl's best friend", so the song tells us. This glittering rock is not just the ultimate in bling - it can also be an investment.

Whether you are buying for yourself or contemplating an engagement ring, you need to know how to buy a diamond. Diamonds come in verying shapes and sizes. It is quality that matters, not the size.

There are four characteristics that are used throughout the world to determine a diamond's value. They are known as the four Cs - cut, carat, clarity and colour.

The cut refers to how the facets are cut into the stone. A well-cut diamond will sparkle. If it is cut too deep or too shallow, it won't be as brilliant, which will be reflected in the cost.

The carat indicates the weight of the diamond. A diamond can have many imperfections. Almost every diamond has blemishes. The fewer marks the diamond has, the better the clarity. The colour is measured on a scale of D to Z, with D being colourless. The absence of colour in a diamond makes it more valuable.

Buy your diamond from a reputable jeweller. Always ask for a diamond certificate from an independent laboratory such as the the International Gemological Institute (IG) and the Gemological Institute of America (GIA). Though you only need it for investment-grade diamonds, it will help to ascertain that the jeweller is being honest about the diamond's grade.

You can go to online sites such as www.dejoria.co.uk who can personalise your design. You will be able to obtain a diamond grading report from them. www.dtc.com has a wealth of information about buying diamonds.

Style trends may come and go but a diamond is always in fashion.