Hip-hop mogul Russell Simmons launched his new Green Initiative jewellery line on Tuesday (05DEC06) - with a percentage of proceeds going to help impoverished Africans. The 49-year-old will donate 25 per cent of profits from sales made by the Simmons Jewelry Company to the Diamond Empowerment Fund, which will support schools in South Africa and Botswana. Last month (NOV06), Simmons visited South Africa and Botswana to study the diamond trade and how it can improve the lives of black Africans. Simmons is adamant all diamonds bought by his company are conflict-free.