After working for years, designing diamond jewelry pieces occasionally, sometimes on commission, and for different companies, breast cancer survivor and jewelry designer Neda Behnam is launching her own line. Diamonds For A Cure (DFAC) will donate a percentage of sales from its diamond jewelry collection to one cause, called Stand Up To Cancer. This organization is working to find cures for various types of cancers.
Having donated proceeds from her previous work to breast cancer research, Behnam finally decided to create her own business that would benefit different types of cancer. She says that, “My vision of this name and this idea was that it’s global. Cancer is something that affects everybody.”
One of the important aspects of Behnam’s collections is that she plans to design for varying markets. “We want to create something accessible to everyone,” she says. “Everyone buys diamond jewelry. To be doing that and giving to a good cause is what we want to promote.”
A veteran of the jewelry industry for 25 years, she divides her work into two collections. The “Symbolic Collection” features diamond rings, diamond earrings, and diamond pendants ranging in price from $299 to more than $2,000. The “Red Carpet Collection” displays one-of-a-kind pieces and couture designs.
Although the line was released only in March, Diamonds For A Cure is already becoming popular with the rich and famous. Celebrities ranging from country singer Reba McIntire to Paula Abdul to the young cast of the new “90210” series are wearing DFAC pieces. Behnam hopes that the general public will become aware of her work soon. Having celebrities showing it off has been a good start to achieving a known brand name.
Says Behnam of her work: “This is all very close to my heart. Right now, my biggest dream would be to see cancer eradicated, and Stand Up To Cancer has that vision.”
