This Ritani jewelry ad appeared in Elle Magazine’s August 2009 issue. This ad speaks to a viewer that has allowed them self to become completely disassociated with the global environmental reality we all face. Sadly, I believe that purchasers of jewelry made from Earth extracted metals and gems simply don’t realize or care about the tremendous damage done to our shared planet when the raw materials for their jewelry is blasted from the ground. I used the headline “STOP” but also considered using “REALIZE” as a headline because of this disconnection. While it’s become fashionable to wear only “conflict free” diamonds, people need to realize no diamond, other gem, or precious metal is conflict free. Any substance obtained through a process that leaves behind environmental destruction is born from what is essentially environmental conflict, violence against the Earth. Hopefully, a remix like this would be enough to alert potential jewelry purchasers to the environmental devastation that occurs due to the demand they create.
–Pete
Elle Magazine, August 2009, page not numbered, located 3 pages before Table of Contents, page 36.
Photo Credits, Top to Left to Right: Fred Mayer-Hulton Archive, Fred Mayer-Hulton Archive, Alexander Joe-AFP, Patrick Landmann-Getty Images News, Issouf Sanogo-AFP, Georges Gobet-AFP, Georges Gobet-AFP
