Brilliant Earth’s Jane Goodall Peace Medallion necklace in 14k gold with approximately 0.38 cts. t.w. lab-grown diamonds, $1,995
Brilliant Earth is at the center of both celebration and controversy with the expansion of its Jane Goodall jewelry collection, announced just days before the conservation icon’s passing at 91. The diamond brand—long known for championing lab-grown diamonds and ethical sourcing—now faces a moment where commercial branding, activism, and grief intersect.
Jane Goodall, who transformed science with her groundbreaking chimpanzee research and became a global advocate for conservation and peace, died of natural causes while on tour in California, according to an Oct. 1 statement from the Jane Goodall Institute. Her death immediately cast new meaning on Brilliant Earth’s second collaboration, the Jane Goodall Peace Medallion necklace, launched in September.
“Her life and legacy are nothing short of extraordinary,” said Brilliant Earth cofounder and CEO Beth Gerstein in a statement on Oct. 2. “She forever changed how the world understands our connection to nature.” Gerstein recalled seeing Goodall only days earlier at the New York launch event, fundraising with unwavering curiosity and inspiring even young children in the audience.
But the brand’s decision to tie its marketing to Goodall’s image raises an industry debate: is this tribute authentic activism or commercial opportunism? With slogans like “Rethink Everything You Know About Diamonds” now attached to the conservationist’s name, some critics argue the line between honoring legacy and capitalizing on loss is razor thin.
The new lab-grown diamond collection, crafted in 99% recycled gold, features olive branch and dove motifs symbolizing Goodall’s lifelong advocacy for peace and environmentalism. Pieces range from a $5,000 lab-grown diamond brooch to a $6,000 olive branch cocktail ring set with a Pacific Green diamond. Each design blends sustainability messaging with luxury positioning—an intersection the jewelry market increasingly leans into as Gen Z demands transparency and values-driven purchases.
From Brilliant Earth’s Jane Goodall Collection: Peace Brooch in 14k yellow gold with 3.61 cts. t.w. lab-grown diamonds ($5,000)
Brilliant Earth announced it will donate 100% of net proceeds from all Jane Goodall Collection sales to the Jane Goodall Legacy Foundation “for a limited time,” a step up from the original 10% contribution pledged when the collaboration began. The move underscores a key industry conflict: brands leveraging lab-grown diamonds and sustainability narratives must prove their impact extends beyond marketing.
The Jane Goodall Olive Branch Cocktail Ring in 18k yellow gold with 2.7 ct. Pacific Green lab-grown diamond and approximately 1.05 cts. t.w. lab diamond accents ($6,000)
“Jane Goodall embodies purpose, responsibility, and the power to inspire positive change,” Gerstein said when launching the second collection. But with Goodall’s passing, Brilliant Earth now shoulders the challenge of balancing tribute and transparency—ensuring this collection is not remembered as just another marketing campaign, but as a genuine contribution to the causes she championed.
The jewelry trade will watch closely: does this collaboration set a new standard for ethical diamond marketing, or does it risk blurring the line between memorial and marketplace?