A selection of tourmaline pieces from jewelry brand Gurhan
New York—Another member of the jewelry industry wants to help save the Amazon.

Gurhan announced last week it will donate 25 percent of profits from the sale of pieces of tourmaline jewelry from now until Dec. 31 to Earth Alliance, a new organization created to help address the planet’s most pressing issues.

The joint environmental conservation project launched this summer with a $5 million donation from actor Leonardo DiCaprio and also involves businesswoman and philanthropist Laurene Powell Jobs, the widow of Steve Jobs, and investor and philanthropist Brian Sheth.

Earth Alliance currently has an Amazon Forest Fund, putting 100 percent of the donations directly toward saving the rainforest, where extensive wildfires have been ripping through the land.
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Gurhan said it sources many of its gems from Brazil, particularly tourmalines, noting that this season, one of its most popular collections is centered on the gemstone.

Each creation in the collection is one-of-a-kind, making each piece as “unique as the extraordinary tourmalines that are dug from the ground in Brazil,” Gurhan said in a press release about the Amazon fundraising.

Donations can come from sales made online direct to consumers via its e-commerce site as well as wholesale sales to retail partners.

In addition to giving a portion of profits, Gurhan also is offering gift cards for purchase, with proceeds from those going to Earth Alliance as well.

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